Lots of brands have come and gone in hip hop culture. From Fubu to Tommy Hilfiger. Girbaud to Rocawear. You name it. Very few popular trends other than Jordans and Gucci have stood the test of time in urban communities. Some brands literally go out of style over night. Such as True Religion.
I always assumed True Religion jeans would remain the jeans of choice for hip hop fans. In a world full of Levi’s, True Religion denim jeans were a sign of clout once upon a time. But one little company bankruptcy report and all of a sudden “only broke people wear True’s”. So many brands of jeans have taken the place of the everyday choice of jeans for the cool kids. From Roc jeans to todays Amiri jeans, it seems as if no one can really agree on what the best casual everyday brand is. When I was in grammar school Air Force 1’s were the lowest price shoe you could show up in. Of course we wore Jordans but every now and then you’d see a dude in Creative Rec’s getting no play from the ladies. Other than the inclusion of Yeezy’s and designer kicks nothing has really changed as far as the sneaker game. Levi’s were the cheapest pair of jeans you could buy back then. Girbauds and Evisu’s were also popular but just like True Religion, they went out of style overnight. Well True Religion is looking to make a come back, by recruiting CHIEF KEEF.
Back in 2012 CHIEF KEEF proclaimed himself a True Religion fiend. The cover of his 2012 mixtape Back From the Dead featured him posing in a V-neck T-shirt with the brand’s horseshoe logo stamped on the chest and he wore their signature denim in videos. Chief Keef’s ties to True Religion were not official back in 2012, but there was no denying that the California-based company benefited from his support. He says when he finally got some money that all of it was being spent on its jeans and shirts at the time. After years of rocking the designer and influencing his fans to follow suit, he is officially collaborating with True Religion.
The collection consists of denim jackets, jeans, T-shirts, and loungewear like sweatpants and hoodies. They gave each item a unique flare with details including flames, cartoon skulls, hearts, and phrases like “TRUEEE” running up pant legs in colorful bubble letters. To Chief Keef’s loyal fanbase, the look may be familiar to his solo clothing ventures with Glo Gang and recently launched Bad Weather. This wasn’t just a big artist putting his name on a collaboration. Chief Keef designed the entire thing.
Expect Chief keeps True Religion web store to launch May 5th, 2022
