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True Religion Spring 2012: Understated Jeans & An American Story

For Spring 2012, True Religion is back with an overhaul of their denim range and Website. The company retains much of its brand DNA (along with its Western influences) in new back pocket stitching, but the focus is now on understated jeans with subtle details. The campaign features models Alicia Rountree (in the Wanderer), Tallulah Morton (in the Bohemian), Julia Dunstall (in the Maverick), and Brad Kroenig (in The Rebel). Check out the video for a behind-the-scenes peek. ”The objective was to take a different, intelligent, politically relevant, culturally relevant and thought-provoking approach… we want to reach the consumers that engage because of curious content,” said Jeff Lubell, founder and CEO. We’re excited to see what else they roll out in coming weeks!