Jeffrey Lubell — Founder, Chairman, Chief Executive Officer and Chief Merchant of True Religion Apparel, Inc. — gave a five-minute interview for the brand’s fans in Hong Kong...














1) What's hot at True Religion for Spring/Summer 2010?
For women, shorts and leggings, anything in white denim, T-shirts, and tanks. For men, super-T jeans, white denim, cargo shorts, twill pants, Western shirts and graphic tees.

2) What are you hoping for the True Religion brand with the recent opening of the Tokyo store?
We are planning to replicate the business model and the success of the brand we have had in the United States, across Asia and Europe. Consumers in Japan have exhibited a strong demand for luxury apparel products and we look forward to providing them with the True Religion brand’s wide selection of premium denim jeans, sportswear and accessories.

3) Who are the most memorable celebrities that you've seen wearing True Religion?
Angelina Jolie, David Beckham, Roberto Cavalli, Gisele Bundchen.
 
4) When buying a pair of jeans, how does the shopper know which one is the best style/fit for them?
Once they try them on, our fashion-savvy consumers know what they want and what fits them.

5) You're now known as a king of premium Californian denim. How did True Religion master the design of “the perfect fit” for jeans?
It’s an ongoing process of re-fitting every time you go to production to make sure the fit is consistent from lot to lot.

6) What's your personal favourite jean style?
Right now, I am wearing the Geno in a vintage wash.

7) What kind of religion do you follow?
There is only one true religion — and that’s people.

8) Looking ahead, what should we look out for from True Religion, which has evolved into a global lifestyle brand?
More of the same... We will continue to constantly evolve season after season. We will continue to be trendsetters, not followers.

Tokyo Store address:
6-7 Jingumae Shibuya-ku, Harajuku
Tokyo, Japan