True Religion and 2 Chainz Team Up for a Limited-Edition Capsule Collection

In 2011, 2 Chainz released his seventh mixtape, T.R.U. REALigion. The project was not only a musical feat, but it sealed a creative connection between the Grammy-winning rap artist and the millennial clothing brand True Religion. Ten years later, the two have officially teamed up to celebrate the anniversary of the mixtape with a special limited-edition capsule collection. Additionally, True Religion is sponsoring 2 Chainz’ T.R.U. REALigion Ten Year Anniversary Tour, which will kick off on Nov. 23 in Chicago, Ill. and sell the collection as tour merch. The capsule collection will include T.R.U. REALigion branded denim jackets, hoodies, short-sleeve tees, long-sleeve tees and accessories, such as hats and bandanas. The items will range in price from $20-$200. We were doing exactly what we were asked to do, which was make sure that as a brand, we're inclusive on every level.Zihaad Wells, True Religion While the collaboration is certainly the mark of a long-gestating relationship between artist and designer, this particular rollout speaks to a deeper mission for the premium brand. "The brand today is a lot more price accessible," True Religion CEO Michael Buckley tells Adweek. "The average household income today for our customers is $65,000. We know that there's 150 million Americans that fit into the demographic of True Religion." By implementing a more moderate price point, the brand aims to elevate the name beyond its prestigious roots. "Between the size of the audience, the diverse product range and the price points we're at now, we have the ability to be a much larger brand than we did 10 years ago." A decade in the making Stemming from the early aughts, True Religion has been a brand synonymous with stature. Among celebrities like 2 Chainz, the name implied a certain level of success and pop culture fluency. "It was a popular brand when I was putting out mixtapes ten years ago," 2 Chainz tells Adweek. "Everybody was wearing it. It was an elevated jean that kind of showed a certain kind of status, you know?" Now, the performer gets to help the brand reach a younger, diverse audience—his immense fanbase. "It feels like it's come full circle," he says. For the actual design, True Religion's creative director, Zihaad Wells, tells Adweek that the brand tried to recreate the original album artwork while including elements of the its own familiar iconography, like the Buddha graphic. "There's a nostalgia play to it," he says of the line's referential nature. "For 2 Chainz, it was about two icons coming together and a branding play that I think made sense." "It was something that we came up with together," 2 Chainz adds. "It was very amicable, very cool to do. And it's been a long time coming." Something for everyone Wells says that creating an expansive collection that offered items beyond the famous jeans was an intentional choice by both sides of the partnership. "2 Chainz was great," he tells Adweek. "He was like, 'I want to make sure that everything's not too expensive. We need some entry price things in the line.'" Smaller items like caps and bandanas allow fans who are invested in both the True Religion name and a supporter of the rapper can find something within the collection at a reasonable price. "For us, that was great. We were doing exactly what we were asked to do, which was make sure that as a brand, we're inclusive on every level." According to Buckley, the more accessible approach is not only working, its earned the company has reached it highest profitability since 2013. "We know the customer and we're giving them what they want," he says. "This year, our businesses was up by 50% over last year. We have the formula for True Religion." The capsule, which launches on Nov. 17, will be available on True Religion's website, at all available tour stops, and in select U.K. retailers, including Selfridges (in-store and online) and Brother2Brother (online only). Metaverse Marketing Podcast: Fashion’s Future Moment