True Religion is an American fashion brand, the full name of which is True Religion Brand Jeans. Now she doesn’t exist, but she made clothes from premium denim made in the United States. The manufacturing facility was located in Vernon and headquartered in Gardena (both in California). The founders of the company were two entrepreneurs – Jeff Lubell and Kym Gold. They founded it in 2002 and closed it in 2017 due to bankruptcy. The final liquidation of the company took place in 2020 when they tried to revive it after several years of inactivity.
Meaning and History
The brand lasted for a short time. Although its official opening took place in 2002, the release of the first batch of products began three years later – in 2005. By 2009, the company’s products were sold on all five continents: in 900 specialized stores in 50 countries. The flagship boutique appeared simultaneously with the launch of the clothing on the market – in 2005. It was located in the state of California – in the city of Manhattan Beach. Several large department stores also sold branded denim products, including Saks Fifth Avenue, Bloomingdales, Nordstrom, Von Maur.
The company’s commercial policy kept the price at a very high level, which led to bankruptcy. Firstly, in 2011 there was an incredibly low demand for True Religion jeans in the pre-Christmas period when the population makes the overwhelming majority of purchases. Secondly, the company’s shares fell sharply the next year – they fell by almost half due to the lack of interest in the product due to its increased value.
The decline continued until the end of autumn 2012, and in 2013 the company was acquired by TowerBrook Capital Partners. However, this measure turned ineffective, and the brand still went bankrupt, closing several stores in 2017. At that time, it was planned to revive it in 2020. But the brand did not live up to expectations: True Religion shares rose only 11.6 percent, while competitors’ shares more than doubled over the same period. Therefore, the company had no future, but only holes in the budget and two logos.
The debut emblem is multi-part. It uses graphics and text and an ordinary drawing: in the center, a Chinese man is sitting in a dressing gown and with a guitar. He holds a musical instrument with one hand, and with the other, he shows “class” – an outstretched thumb. This is how the character confirms the highest quality of branded products. A satisfied smile glows on his face.
To the right and left of the Chinese are the words “World” and “Tour.” They are red, straight, with small serifs. Below is the advertising slogan “Fashion for the senses,” executed in the same tall elongated letters but with wider symbols. Above the head in two lines is the name of the company, “True Religion” and the phrase “Brand Jeans.” The first element is large, with letters enlarged at the edges; the second is small, in the form of a small arch.
The modern graphic sign consists of a concave element, reminiscent of the capital letter omega from the ancient Greek alphabet, but inverted form. The icon also looks like a horseshoe since the brand is in financial trouble and subconsciously chose the symbol that closely resembles a horseshoe for good luck.
At the top, there is a large inscription taken from the old emblem. This is the brand’s name with multi-format letters: they are high at the edges and low in the middle, which is very similar to western-style signs. The horseshoe concept fits in perfectly here since both images are associated with the US Wild West. As before, the text is arched. The main colors of the logo are monochrome, consisting of black and white.
Font and Colors of the Emblem
Both logos have only one element in common – the brand name. The old version is made with red symbols with edging; in the new version, it is made in black letters without additional decoration. The lettering is in the upper case and is arranged in an arch. Since the company ceased to exist, a third logo has not appeared, although it has planned a redesign for 2020.
For its personalization, the True Religion brand chose the Neo Contact Regular typeface. It is used in both the old and the new logo. The brand’s palette is also constant: it includes black, white, and red.