True Religion in SoHo, NYC

True Religion Apparel Inc. announces the opening of its first global flagship location in Soho, New York, following the successful opening of the brand’s Brooklyn store earlier this year. «Our new Soho flagship reflects the current evolution of our brand and where we are heading as a whole. Consumers can now experience the full depth of our product line, shop and interact with True Religion on an entirely digital level. We are very excited to launch and roll out this new concept to a broader group of our stores in the near future,» David Conn, CEO.

The largest location of the entire global fleet, the approximately 3,000 square foot flagship store will offer the full scope of the brand’s line, including core pieces, seasonal denim fits, unique finishes, and specialty collections. The location will carry the retailer’s exclusive capsule collaborations with fashion muse and international supermodel, Joan Smalls, and all-star athlete turned fashion icon, Russell Westbrook.

The new flagship store focuses on leading digital innovations. The key focus is on their new digital storefront windows that display a continuous stream of video content, including turning the windows over to showcase style statements from consumers themselves. True Religion is pushing their clienteling to the next level by taking personal styling to a digital platform.

True Religion Soho will build on their strength with new digital kiosks and iPads that provide product-on-demand. True Religion’s consumers are culturally affluent millennials recognized for their style leadership, and these new platforms will satisfy their appetite for fashion by offering the entire True Religion collection through an endless digital aisle.

Also exclusive to the Soho location is a mural at its entrance designed and painted by New York-based street artist RAE. RAE’s designs are world-renowned for their signature artistic styling and bold self-expression, and his unique murals, paste-ups, and 3-dimensional found-object sculptures can be found on city streets worldwide. RAE’s urban inspired pop art imagery pays homage to the vibrancy and edginess that is New York City, and is the perfect expression of True Religion’s Fearless Style attitude.

The mural will serve as the launch of a series of monthly events True Religion will host exclusively at their Soho store, where artists of all mediums will take the stage and showcase their work. These curated events are a true expression of the brand’s commitment to celebrate the fearless artists who are making a bold impression on the world.

True Religion’s new Soho flagship store leads the most modern expression of the brand globally. The store will provide a completely unique consumer experience that’s designed to deliver unparalleled customer service with fearless style and bold self-expression at its core.