As part of its 20th-anniversary celebrations, True Religion has tapped Chief Keef for a collaborative collection. The team-up builds on the Chicago rapper’s decade-long influence on music and adoration of the brand. “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.”
Founded in 2002, True Religion has created a distinct identity for itself with its signature stitch and take on the traditional 5-pocket jean. Building on its aesthetic sensibility, the label ushered in a new decade with its Supreme collaboration last year and now a standout collaboration with Chief Keef.
Bringing his 2012 track “True Religion Fein” to life, Keef put together a special range marked by bold hearts and skull and bones motifs. The bold imagery is emblazoned on a selection of denim jackets and jeans, 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.
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For more contemporary fashion, take a look at the Gummo x Supreme Spring 2022 collaboration.