The video is part of the brand's makeover and I must say it is long overdue. The laid back California vibe True Religion is known for was a phenomenon back in the early auties. They easily eclipse their predecessors by mastering the butt-blinding back-pocket detail that boldly announced that you were wearing a pair of True Religion jeans. That's not an exaggeration. True Religion butts always screamed the loudest.
Unfortunately, with so much competition it's been hard to associate the brand with anything else. While upstarts are a dime a dozen and their peers transforming like chameleons with each passing fad, True Religion seemed to be lost in the shuffle. Now it looks like change is a-comin'.
Leaping several years into the present, the brand is re-launching with a whole new vision called "Fearless Style". This theme will include an updated product line and a brand new store concept. We'll have to wait until October to see the revamped product, but from what I can glimpse from the video it looks pretty damn good and far removed from the brand's traditional iconography.
As part of this new direction, they're also launching a social media driven campaign called #BeSoBold. If you tweet, vine, facebook or instagram and really like attention or are in other words, bold, the brand encourages you to show off your style using the hashtag #BeSoBold and #EntertoWin for a chance to be featured on True Religion's own Facebook, Instagram or website. The boldest, aka the winners, may find themselves on the 9 foot digital storefront windows and kiosks in the new shops.
They've got all the details and some examples on their website. In the meantime, while you're figuring out how to take your best belfie, I'll leave you with some entertainment…