True Religion opens its first store in four years

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

Spanning 2,000 square feet, the American fashion brand’s new Cumberland Mall store sells a full range of products for men, women and children, and is the company’s 46th store in the United States.

The store also debuts new visual merchandising, with updated accessories to improve the shopping experience. Features include new denim tables and half-body shapes to allow shoppers a greater sensory experience.

Additionally, new light boxes have been launched that highlight main 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 bags in greater detail.

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

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

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

Coinciding with the store’s opening, True Religion celebrates its 21st birthday by returning to its hip hop roots with collaborations with Atlanta rappers Lil Gnar and Kaliiii.