The streetwear and premium denim brand appointed Zihaad Wells, who had served as True Religion’s vice president of design from 2006 to 2017, to creative director. Most recently, he was the vice president of design and creative at AG Jeans.
Wells’ role will be focused on product design, marketing and driving the brand’s creative direction—responsibilities he has extensive experience with, considering his 20-year career that began at Levi’s.
“I am extremely excited to return to True Religion as its creative director; it feels like coming home,” Wells said in a press release. “I look forward to working with Michael and the team to get back to the DNA of what made True Religion an amazing brand, which was the perfect balance of heritage and modernity rooted in iconic jeanswear.”
The brand launched in 2002 in the epicenter of denim: Los Angeles. Since then, it’s become instantly recognized by its “Super T stich,” which is a five-needle thread at two-stitch-per-inch process that sets it apart from other brands. After becoming a leader in the premium denim space, the company went bankrupt during the Great Recession of 2008—and has been picking up the pieces ever since.
Earlier this year in June, the company brought on retail consultant Farla Efros to act as interim CEO after Chelsea Grayson’s departure. Efros had consulted with the team for some time before the move. The following November, the brand appointed Michael Buckley, who had previously served as president of True Religion from 2006 to 2010, as CEO.