True Religion opens first store in four years

True Religion announced on Thursday the opening of its first new store since 2019, located in Atlanta’s Cumberland Mall.

Spanning 2,000 square feet, the U.S. fashion brand’s new Cumberland Mall store retails a full range of men’s, women’s, and children’s products, and serves as the company’s 46th store in the United States.

The store also debuts new visual merchandising, with updated fixtures to enhance the shopping experience. Features include new denim tables and half-body forms to allow shoppers a greater sensorial experience.

In addition, new light boxes were launched which highlight core denim pieces to allow customers to see each style in greater detail. Finally, the Cumberland store also showcases new accessory cabinets, designed to display belts and handbags in greater detail.

“A key component to True Religion’s omnichannel growth strategy is to identify and open selectively in locations where our shopper wants us to be,” said Michael Buckley, chief executive officer, True Religion.

“We remain a digital-first direct-to-consumer brand and are excited to begin adding more physical stores to our mix in the right markets.”

The Los Angeles-based brand also described ​Atlanta as its “spiritual home on East Coast,” and has had numerous collaborations with Atlanta-based artists, including recording artist 2Chainz, as well as artist and designer Bluboy. 

Coinciding with the store opening, True Religion is celebrating its twenty-first birthday by going back to its hip hop roots with collaborations with Atlanta-based rappers Lil Gnar and Kaliii.