True Religion teams up with hip-hop artist Dreezy
Denim brand True Religion
Dubbed the ‘Diamond Collection’, the collaboration features new products as well as repurposed pieces as part of True Religion’s push towards circularity. Collection pieces are inspired by the artist’s two best friends who passed away. Hallmark items include the Diamond Cropped Trucker, Denim Mini Skirt, Denim Wrap Top, Denim Lace Up Bustier, and a Horseshoe Thong.
The launch marks the brand’s first female-focused campaign in four years and is also in line with plans to expand its women’s business. In particular, True Religion has taken steps towards making women’s 50% of its business. Previously, it launched the ‘Go Figure’ campaign, which aimed to celebrate the brand’s size-inclusive denim offering, encouraging female customers to feel confident in their skin.
“Dreezy was the perfect choice for True Religion’s first women’s collaboration,” said Michael Buckley, CEO, True Religion. “Her bold approach to fashion coalesced into an unapologetically cool streetwear collection that feels inventive and very much of the moment.”
The new campaign also coincides with the brand’s mission to champion the growth of young creatives, which is has embraced since the return of creative director Zihaad Wells in 2019. Most recently, it launched collections with 2 Chainz, as well as Chief Keef. True Religion is currently wrapping up its 20th Anniversary celebration.
“I am beyond grateful that True Religion trusted me to have a collection of my own. This is my first time designing with a brand that I genuinely love and we killed it,” said Dreezy.
“I was able to dust off my art skills, sketch designs from scratch, and work with my close friend Jahzeel for creative support, all while building a relationship with the True Religion team. I’m very proud of the whole process. True Religion has always been a staple in my community and respected in my culture, and to me that is a reflection of my brand also.”
