// True Religion

13th Jun 2011 14:32:27

The American dream and True Religion’s founder, actually carrier of many fancy Dan titles, Jeffery Lubell seem to go hand in hand. Discounting the first formative years spent in Catskills, New York, diving into a Hotel in his pool after floundering business types who just had to eat before they swam. Well discounting that, he spent a long apprenticeship, around 30 years in actual fact, in the textile industry with various levels of involvement, prose, and purpose. Through the many guises one part remained however, each carrying a part of the Jeffery Lubell good name.

So onto True Religion and the Behemoth that it is today, not that that has always been the case I hope you understand. In fact it was only through Lubell’s continued confidence that what he was doing was right and good, and with a little persistence, the brand did almost fail but ultimately succeeded.

In 2002 Lubell met with Fred Segal, the upscale LA based retailer about stocking his hippy chick chic jeans, but they said no. Jeffery was determined not just to make a deal but to seal covenant with steely determination, honestly subscribing to the brand being vital to fashion, as nothing was being done how he could do it at that time. I’ll be honest it is all a bit too grandiose and the man is actually quite *cough* annoying *cough* but you do have to admire his single vision approach and confidence in himself. From Fred Segal stocking 24 pairs, nothing out of the $300 000’s worth of stock he had acquired, two sold in the first month. Yes rather calamitous especially all considered, but then the congenial generous struck. He washed, no flooded a van with 200 of his under-loved stock, drove out to Freddy S and said to all the staff 'help yourselves' and if you like them wear them to work and the rest will take care of itself; and take care of itself it did the remaining 22 flew out of the boutique in days.

So with the entrepreneurial spirit in flow, juices spilling over the side of the half full cup it is just under ten years later both creator and creation are worth hundreds of millions of dollars. A job well done. The price range is definitely elite, being with the seventies super club Studio 54, ‘It’s not for everyone although many desire the status not everyone can be in the club?’ honesty at least that is as powerful and is true. The label as to be expected has the celebrity endorsements, but in keeping with the label’s image it isn’t the youthfully exuberance of the up and coming scenesters it is the classic American A list: Kate Hudson, Jessica Simpson and J-Lo all in toe, so you see the direction in almost sterilised precision.

Here at Pilot and Net clothing we have just the perfectly adjusted collection for you, the flapped rear pockets and colourful seams are par for course as the go it alone brand exceeds the folley in trend. The Benny Vintage are a fantastic buy for the summer and fits well with a great shirt and shoe combo, and if you would pardon the cliché you can keep the faux-vintage running hitting up some Hanabel canvas' and a particularly dashing polo tee. Very adaptable indeed and quite an easy and accessible way to achieve the handsome Dan status you’ve probably wanted for a while. Enjoy.