Perhaps you’ve been following True Religion premium denim since the brand’s inception in the early 2000s in Manhattan Beach, CA. If so, you already know some designs: the name-making bootcut jean and maybe also the more recent jogger silhouettes–though the boot fit is definitely still in the building.
The brand is growing its audience now with new official spokespeople, basketball star Russell Westbrook and supermodel Joan Smalls. But let’s talk about unofficial spokespeople for a second.
Because there’s a good chance you learned about True Religion from rappers.
In the last decade and change, rappers have shouted out “Trues” 50 billion times in their lyrics, including heavyweights such as Kanye West, Nicki Minaj, 2 Chainz and Jim Jones.
To sate our curiosity about how and why this came to be, we sent David Drake, one of our favorite music journalists and rap experts, deep into the True Religion/rap music overlap.
This is his report.
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