“Got the idea: Wanted to launch his own brand of jeans that were comfortable, stylish and looked different from other premium denim labels. “I didn’t want to follow the trend, I wanted to create my own trend,” Lubell, 52, said. True Religion jeans are often made with flaps on the pockets, twisted seams and large, multicolored stitching.
“Getting started: Shipped 24 pairs of men’s jeans to the Fred Segal boutique on Melrose Avenue after persuading the store’s vice president of menswear to carry his product. When only two pairs sold in the first month, he gave sales associates his jeans for free and asked them to wear the clothes in the store. “I went back a few days later, and my 22 pairs of jeans weren’t there anymore,” Lubell said. He continued giving away his jeans to people around the world.
“The name game: The self-described hippie considered several names for his company, including Cost of Freedom, Revolution and Relic, before settling on True Religion. “To me it meant there’s many religions in the world, but there’s only one real religion — and that’s people. And all the people in the world wear jeans.”
“Most surreal moment: Seeing photos of Kate Hudson wearing True Religion jeans in an issue of Vogue. Soon, several other celebrities, including Jessica Simpson and Jennifer Lopez, were spotted wearing the jeans.”