After joining forces with top hip-hop stars and experimenting with new brand partnerships, True Religion inked another licensing deal to further grow its reach.
The denim and lifestyle brand introduced new women’s belts from wholesale accessories manufacturer and merchandiser Amiee Lynn. The partnership will expand True Religion’s assortment of women’s belts for the fall 2022 fashion season.
Amiee Lynn, which got its start as a supplier of leather belts in 1994, will lead the design of 16 belt styles in a variety of colors. The belts feature True Religion’s logo as well as the brand’s horseshoe and Buddha symbols.
“As a denim brand, belts have always been an important category to the True Religion style,” said Michael Buckley, True Religion CEO. “With the reemergence of denim, we are pleased to partner with Amiee Lynn as we continue to expand our selections.”
The collection, which will retail for $18-$48, will be available on the True Religion website and through, department stores and specialty stores when it launches this fall.
“True Religion’s licensing partnership with Amiee Lynn continues to build upon the depth of our brand portfolio,” said Paul Rosengard, executive vice president of wholesale and licensing for True Religion. “Offering a wider selection of women’s accessories will enable us to better serve existing customers while also attracting new ones. We are excited for the official launch this Fall.”
True Religion is the latest tie-up for Amiee Lynn, which has evolved in its 30-year run to branch out into the design and wholesale distribution of soft accessories, activewear, home goods and jewelry.
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“We are thrilled to have the license for True Religion’s women’s belts category,” said Michael Spolansky, Amiee Lynn CEO and co-founder. “Jeans are returning to the fashion scene in a major way and we are looking forward to a successful partnership.”
The firm’s portfolio includes licenses for brands such as Anne Klein, H Halston, Juicy Couture, and True Religion in the belts category. The firm also offers activewear under the Tahari Sport, BCBGMaxAzria and BCBGeneration brands, and has licenses to sell jewelry under the Bebe, H Halston, Jones NY and XOXO labels.
The Amiee Lynn licensing partnership came just three weeks after True Religion unveiled an exclusive agreement with GMA Group, which operates a portfolio of consumer products and accessories brands. Under the deal, the denim brand is working with fashion accessories manufacturer and designer Concept One Accessories, and apparel and accessories brands Capelli and Ballet.
The GMA divisions will distribute new True Religion-branded products across men’s, women’s and children’s cold-weather accessories, fashion headwear, jewelry, as well as women’s handbags, small leather goods and hair accessories. True Religion creative director Zihaad Wells will lead the design and creative execution of the project. The collection will launch in stores in August 2022.
Like the Amiee Lynn deal, product designs will pay homage to True Religion’s core branding elements.
Grossing over $1.2 billion in retail sales across 12 categories of merchandise, Concept One Accessories president and CEO Sam Hafif said the True Religion extension gives the company the opportunity to drive $50 to $75 million in added retail sales across all of its product categories.
True Religion, which emerged from its second bankruptcy in 2020, has sought out new partnerships and collaborations with hip-hop stars to stay relevant with consumers.
In September, the brand partnered with popular streetwear maven Supreme to release a line of Y2K-era inspired gear in the VF-owned brand’s stores. The collection included items like denim cargo jeans, jean jackets, hooded sweatshirts and beanies in an attempt to turn back the clock.
Three months later, True Religion then unveiled a capsule collection with 2 Chainz to mark 10 years since the rapper released his mixtape titled “T.R.U. REALigion.” The retailer then collaborated with another artist in the genre, Chief Keef, who released the song “True Religion Fein” back in 2012. The rapper has stated that he is a big fan of the True Religion brand, and celebrated the company’s 20th anniversary with a collection of his own. On May 5, the collection debuted, including jeans, jackets, sweat sets and other denim accessories in blue and black denim.
Most recently, True Religion has extended itself into the art scene, tapping London-based artist and skater Soldier for an exclusive capsule collection designed to reimagine traditional camouflage silhouettes.