Urban Outfitters Taps True Religion for Exclusive Y2K Styles
The ’90s and 2000s styling of True Religion has found an audience at Urban Outfitters.
The Gen Z retailer partnered with the throwback denim brand to launch an exclusive capsule collection for women in mid-October.
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The collection spans jeans, skirts, graphic tees, hoodies and more. The full collection is available now in 50 Urban Outfitters doors in the U.S. and internationally, with denim styles available in 138 doors. It is also available on Urban Outfitters’ website, which is proving to be particularly successful.
“We’re excited about the partnership with Urban Outfitters given their customer base and our ability to connect True Religion with a broader range of shoppers, including younger Gen Z consumers” said Jim Kushner, True Religion’s EVP, North American wholesale, adding that the collection’s online sales have been “remarkable.”
“We’re seeing double digit average weekly sell-thrus, with an average weekly sell thru in October alone at 20 percent,” he said. “We’re looking forward to learning even more about the Urban Outfitters customer in the seasons ahead.”
Laura Deady, Urban Outfitters’ senior managing director of buying and merchandising, described the partnership as “a match made in early aughts heaven, given the Y2K trend resurgence which shows no signs of slowing down.”
She added that the collection “features of-the-moment silhouettes that found their footing in the 90s” and the “denim fabrications that True Religion is known for.”
A key style in the collection is the best-selling Ricki, a relaxed straight jean updated as a low-slung, loose fit. Low-rise utility jeans with paneled detailing at the front and the Bobby, a baggy cargo jean, coordinate with a cropped denim utility vest. The utility theme is carried into long shorts with raw cutoff hems and a hammer loop and camouflage-print cargo pants.
The assortment also offers skirts in three lengths: mini, midi and maxi. The latter is executed with a deep slit on one side.
True Religion’s alignment with Urban Outfitters supports the brand’s efforts to capture new markets. In September, the denim-turned-lifestyle label announced plans to expand into India, Indonesia, South Korea, the Philippines, South Africa, Lebanon and Qatar. Earlier in the year, it inked a deal with Aurorae Group, owner of Evisu Group, to enter the Chinese market.
True Religion also secured a licensing deal with Envogue to add home goods. Slated to launch in January 2024, the True Religion-branded line will include bedding, sheets, comforters, decorative pillows, bath and area rugs, and towels; desk and bath organization products; and kitchen mitts, aprons, table linens, and mats.
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