Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

First look: True Religion unveils new store concept in London

US denim brand True Religion has unveiled its new store concept on London’s Carnaby Street.

The 2,500 sq ft shop opens on June 1 and features the brand’s spring 16 menswear, womenswear and kidswear collections, as well as some exclusive pieces taken from the True Religion archive and an early preview of the brand’s pre-autumn collection. 

Split across two floors, the retail concept is centred around a denim bar at the front of the shop, which showcases key styles for men and women. The shop is also the first from the brand to feature in-store technology including digital screens that will showcase how the products are made, an interactive screen that showcases all the True Religion products available and a digital ‘black book’ that records shoppers previous purchases, preferred styles and sizes and suggests matching items.

John Ermatinger, chief executive of True Religion, told Drapers there was scope to roll the store concept out globally.

“We are testing it in London. We could expand it in the UK for sure. The brand enjoys great recognition here and the Carnaby street store will allow locals and tourists to [gain] even more accessibility for the brand. There is a great energy here, with Carnaby’s history of music and fashion, it felt like the perfect location.”

In addition to the new shop, True Religion has a store in Westfield White City and an outlet store in Bicester Village. It is also stocked in Selfridges and Harrods. Globally the brand has 96 full-price stores and 50 outlet shops.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.