True Religion

In the ever-expanding cult of premium designer denim brands, the deliberately weathered look of True Religion Jeans falls very easily into the “rich hippie” groove.

Founded in 2002 by designer Jeffrey Lubell, the American made status denim collection affects a rather retro 1970s style, perfectly suited to a monied hipster market with a taste for vintage looks. Less than ten years old, the line now includes a knitwear collection, branded t-shirts, woven western-style shirting and active sportswear as well. Once True Religion achieved global name recognition, it was only a matter of time before they branched out into licensing deals with companies who produce hats, shoes, hosiery and glasses bearing the TR brand.

The South Beach flagship shop fairly buzzes with activity as local and international fashionistas comb the racks in search of their favorite fit and wash. Women’s collections dominate with a variety of jeans, ribbed tanks, printed & fitted western shirts, hoodies and even a few western-inspired swimsuits. The men’s selection is ideal for a youthful customer willing to part with hundreds of greenbacks for blue jeans with styles ranging up to $550 for a distressed pair of multi-patched denims aptly named “Texas Star!” While some may balk at that kind of investment for jeans, those dedicated to fashion’s True Religion simply don’t seem to mind. 644 Collins Avenue, Miami Beach, FL 33139 (305) 695-1919