True Religion has enlisted Chief Keef for a collaborative collection as part of its 20th anniversary celebrations. The collaboration builds on the Chicago artist’s decade-long musical influence and brand adoration.
“It’s always been a dream of mine to collaborate with True Religion,” said Chief Keef. “I actually wore head-to-toe True Religion to my first show and when this opportunity came about, I jumped on it. Designing clothes is becoming a real passion of mine and the bold colors and fun prints of this collection truly reflect my personality.”
True Religion, which was founded in 2002, has made a name for itself with its signature stitch and take on the traditional 5-pocket jean. With its Supreme collaboration last year and now a standout collaboration with Chief Keef, the label ushered in a new decade while maintaining its aesthetic sensibility.
Keef put together a special range marked by bold hearts and skull and bones motifs to bring his 2012 track “True Religion Fein” to life. The bold graphics can be found on a variety of denim jackets and jeans, as well as hoodies, T-shirts, joggers, and beanies.
“Our collaborations are a result of authentic partnerships. And when you think of True Religion you think of Chief Keef, because the brand and the artist have become synonymous,” said Zihaad Wells, SVP, Creative Director for True Religion. “Chief Keef is such an icon and has been one of the biggest supporters of the brand for the last decade. The idea that he would design a collection for us following the 10 year anniversary of ‘True Religion Fein,’ and to have it coincide with our 20th-anniversary, was just too perfect an opportunity to pass up.”
The Chief Keef x True Religion collection will be available online May 5 and at select retailers.
