How True Religion jeans got started (Fortune Magazine)

It was like as soon as you Heard of True Religion it was every where. Jeffrey Lubell has an interserting story on his hands with the start of his company and it seems he had the money and the connections to make it happen. Although there was a strong period of TR overload True Religion is here to stay and is pushing through all the bootlegism.




Jeffrey Lubell founded True Religion in 2002 with the intention of redefining premium denim. His vision was to make quality, American-made, authentic, timeless, great fitting, 1970’s inspired jeans wear, with a trendsetting appeal for today’s consumer.

(Fortune Magazine) -- My dad was in the clothing business and moved to L.A. with a New York apparel company when I was 20. I asked if I could work for him. He said, "Why don't you get a job in textiles first and learn the industry?"

So I got a job at a swimwear company, which was fitting because I was captain of my high school team. I ended up staying in the textiles industry for 25 years.

Don't be afraid to approach powerful people.

When I decided to launch True Religion, I went to industry leaders like Mickey Drexler, who was then at the Gap, seeking backing. I couldn't find private money, but I eventually found a jeans manufacturer to help me get my brand started.

Skip the prototype.

I had a concept to create a unique line of jeans with colored stitching and lower pockets. I designed a myriad of styles, and I produced about 14,000 pairs before I sold a piece. Usually you do it the other way around -- you make a sample line, go to market, get orders, and ship your production. Continue reading