True Religion celebrates its 21st birthday with a collection featuring a colorful array of denim, activewear, and tops with iconography and amplified heritage details that nod back to their early days. To launch the 21st Birthday collection, the brand goes back to its Hip Hop music roots to kick off its Music is #MYRLGN campaign. True Religion tapped Atlanta-based rapper(s) Lil Gnar and Kaliii to get things started. The brand will later collaborate with AG Club for exclusive social content, as well as creating a custom True Religion music track and playlist produced by Dj Whoo Kid of G-Unit and Shade 45 fame.
Lil Gnar is currently signed to Chief Keef’s GLO GANG who the brand has collaborated with in the past and has cultivated a deep fan base. Kaliii is an unapologetic rapper whose style and attitude were a perfect fit for the brand to help celebrate 21 years of style.
As True Religion ushers in a new chapter, it’s imperative to note that you cannot speak about 21 years of True Religion without acknowledging the way music has impacted the brand and vice versa. Countless songs have and continue to reference the brand and to honor that, True Religion has partnered with Dj Whoo Kid for an anthology track that features a mashup of songs that shout out the brand. True Religion will play the mashup live at their NYFW event on September 9th, 2023 in New York City.
Following the event, True Religion’s second drop will launch on September 14th, 2023, featuring the brand's signature stitch in a denim hookup titled the Ricky Red Rope, tapping into hip-hop collective AG Club as campaign faces. AG Club and True Religion announced their partnership in 2022 with a collaboration on tour merch, exclusively sold at Coachella. The brand also enlisted Peder Cho of Utopia to design a custom fit archived upcycle for the duo’s festival performance. Most recently, AG Club and True Religion teamed up for a performance in LA at the Leimert Park Juneteenth Festival.
As far as True Religion is concerned, they’ve only just begun and plan to dig deeper and establish stronger roots within the music industry and their Music is #MYRLGN campaign.
ABOUT LIL GNAR
Lil Gnar is making history as an Atlanta based rapper & fashion designer. Owner of the largest independent streetwear clothing brand out of the South, Gnarcotic & first artist signed to Chief Keef’s 43B label. Gnar has amassed hundreds of millions of streams with records “Death Note”, “Diamond Choker ft Lil Uzi Vert”, “Missiles ft Trippie Redd” & “New Bugatti ft Ski Mask The Slump God & Chief Keef.” Lil Gnar has cultivated and mobilized a profound fan base powered by a relentless work ethic and prolific output.
ABOUT KALIII
Growing up on the northside of Atlanta, Kali discovered music through her mother’s ex-husband and started making songs when she was nine years old. During 2018, she made an appearance on NETFLIX’s Rhythm + Flow where the atmosphere and experience inspired her to go hard in her career when she was 19. After making waves with “MAMI,” She dropped “OOP” and regularly hosted her own “Freestyle Friday” on Instagram, sharpening her technique. At the end of 2020, she unleashed her This Why They Mad Now EP. In 2022, we saw the release of her sophomore EP Toxic Chocolate and she was named a XXL Freshman. Kali opened the year with the release of her latest single, "Area Codes," followed by another hit single “K Toven,” which samples Beethoven’s Fur Elise. 2023 promises to be another bright year for the young star, stay tuned!
ABOUT TRUE RELIGION
True Religion is an iconic premium streetwear apparel brand founded in 2002. We were founded on the belief that denim is the common fabric of humanity, worn regardless of faith, class, ethnicity, or orientation.
Our level of attention to detail is influenced out of pure desire to stand out. We want our denim to have personality, and so we stripped a pair of jeans down to its rawest form and learned to amplify the most important details. We re-engineered standard sewing machines to execute the stitch techniques that are widely recognized today. After all these years, True Religion denim remains loud, authentic, and ear splitting—and we’re just getting started.
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Contacts
Media:
True Religion
Raquel Lopez
raquellopez@truereligion.com
