True Religion has tapped Chicago-born rapper Dreezy (real name Seandrea Sledge) for a women’s capsule collection. The Dreezy and True Religion “Diamond” collection will include a cropped jacket, denim bustier, stacked jeans, cargo skirt, mini skirt, cropped tank top and a horseshoe thong.
Leaning into the surge in popularity of aughts-era denim trends, True Religion has been investing in executive leadership to meet the moment, including bringing back CEO Michael Buckley, who lead the brand from 2006-2010 during its peak.
Commenting on the brand’s demise in an exchange with Forbes last year, Buckley said, “The company got disconnected with who the consumer was. This was a wealthy customer with a household income of over $150,000, a Nordstrom customer, who from around 2011 to the last 10 years really changed.”
Recently the brand appointed Lisa Blake as senior vice president of women’s brand Image, a new role at the company. Blake joins the company from Techstyle Fashion Group where she was vice president for global fashion brands, a role that included oversight of the design, product development, and technical design teams for JustFab and ShoeDazzle in North America and Europe.
Founded in 2002 by Kym Gold and Jeff Lubell, the company opened its first store in Southern California in 2005. At its peak in 2011, its annual revenue hit $420 million. After being acquired by an investment firm in 2013, True Religion went through two bankruptcies, one in 2017 and one in 2020.
Priced from $59-$179, True Religion and Dreezy’s collab drops on November 10, 2022 on truereligion.com.
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