True Religion is celebrating 20 years of denim with arguably its biggest fan. The brand recently tapped rapper Chief Keef, a longtime fan who in 2012 released the song “True Religion Fein,” for an anniversary collection.
The rapper is known for popularizing drill music and producing for his own label, Glo Gang.
“It’s always been a dream of mine to collaborate with True Religion,” Chief Keef said. “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.”
The collection includes jeans and jackets in black and blue denim featuring the brand’s signature stitch and design techniques. Also included in the range are a T-shirt, beanie, hoodies and joggers in vibrant shades of bubblegum pink and royal blue. Pieces are accented with bold skulls, bones and flames graphics.
Items are available on May 5 on True Religion’s website as well as at select U.K. retailers like Browns, Farfetch and Brother2Brother. Alongside the launch, True Religion and Chief Keef will host a VIP event in Los Angeles.
“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, True Religion senior vice president, creative director. “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.”
In November, the brand partnered with rapper 2 Chainz on a limited-edition collection that paid homage to the artist’s 2011 mixtape, T.R.U. REALigion. The line included T.R.U. REALigion branded denim jackets, hoodies, short-sleeve T-shirts, long-sleeve T-shirts, and accessories including hats and bandanas ranging from $20-$200.
Just two months prior, it worked on another nostalgia-focused collection with cult streetwear label Supreme featuring early ’00s-inspired gear like baggy denim cargo jeans, denim jackets, hooded sweatshirts and beanies. The collaboration helped elevate the brand after it filed for bankruptcy in April 2020.