True Religion Launches Iconography Capsule, Open Casting Call

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True Religion Launches Iconography Capsule, Open Casting Call

By

Angela Velasquez

Angela Velasquez

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True Religion continues to mine its archives. On Tuesday, the brand launched the Iconography Capsule, a limited-edition Fall 2026 collection that brings together its signature details like the Horseshoe, Buddha, Big T and Super T contrast stitching.

With nostalgia a key driver in denim storytelling, the men’s and women’s collection reflects the brand’s mission to highlight its distinct design language through “reissued and recut” designs. “The Iconography Capsule brings together some of the most recognizable elements of True Religion , reimagined across modern silhouettes that feel relevant today,” Kristen D’Arcy , True Religion’s chief marketing officer, told SJ Denim.

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In the collection, the brand plays with deconstructed prints, scale and embellishment. Items like the Bobby Print Flag Baggy Jean, Poplin Allover Print Shirt and Denim Print Halter Top combine the Buddha with bold typography. Other highlights include the No. 1 Logo Denim Print Bomber Jacket and fleece bottoms that emphasize the brand’s signature stitchwork.

The launch aligns with a new campaign starring rapper-producer Cash Cobain and entrepreneur Jayda Cheaves and the rollout of the brand’s first open casting call.

“Cash and Jayda each represent authenticity in their own way. They have built loyal communities by staying true to who they are rather than following trends, which aligns perfectly with what True Religion stands for. They influence culture across music, fashion and entrepreneurship while bringing very distinct perspectives and personal style, making them natural partners to help tell this story,” D’Arcy said.

Cheaves, the founder of Waydamin and Fidéle Kids & Clothing, is a big believer in authenticity. “I’ve always believed that the best thing you can do is be yourself,” she told SJ Denim. “Everything I’ve built has come from staying authentic, trusting my instincts and not trying to fit someone else’s expectations. Real recognition comes when people connect with who you genuinely are, and that’s something no trend or algorithm can replace.”

Fashion is part of Cobain’ story on and off stage. “The way you dress says something before you even say a word. Music and fashion both tell people who you are and where you’re coming from. I don’t really separate them, they’re both part of my story. When I feel good in what I’m wearing, I walk different, perform different and carry myself different. It’s all connected,” he said.

“I’ve always been into the classics, so seeing the True Religion Horseshoe, Super T and Big T come back in a fresh way is iconic. The denim is always going to be my favorite, but I also like how the graphics and fleece pieces keep that True vibe while feeling current,” he added.

While a shared love for the brand is the common thread among all True Religion’s partners, the company has recently been ramping up its collaborations with creators and entrepreneurs. D’Arcy said these partnerships are unique because “there’s an inherent level of trust in that relationship” because their audience are built around a distinct perspective, expertise or shared interests.

“These audiences are also highly, highly engaged. When a brand enters that conversation in a way that feels natural and relevant, the partnership can resonate beyond a traditional endorsement,” she said.

Up next, True Religion is kicking off an open casting call across social, retail and experiential activations that will ask participants what makes them recognizable. Select True Religion locations will offer on-site denim customization on Aug. 15 and professional photo opportunities on Aug. 22.

On Aug. 29, True Religion will host a flagship casting event at its Los Angeles headquarters, featuring creator hosts, live DJ performances, exclusive giveaways, interactive photo moments and on-site casting. The brand will select two winners to star in its “Ones to Watch” social content series. The winners will also receive a Los Angeles photoshoot experience, travel accommodations, brand features and a True Religion shopping experience.

As a brand that’s “shaped by the people who wear it,” D’Arcy said the casting event gives True Religion the opportunity to celebrate its community while looking for new voices to become part of its story. “It reflects our belief that authenticity exists well beyond traditional models or influencers. We’re always exploring new ways to engage our community, and initiatives like this create meaningful opportunities to discover fresh talent while building stronger connections with our customers,” she said.

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