After its 2002 founding in Los Angeles, True Religion quickly became a key player in delivering elevated and fresh denimwear. Instantly recognizable due to its signature Super T stitch, Buddha imagery, and iconic horseshoe emblem, True Religion became a wardrobe staple for street-style enthusiasts and high-fashion aficionados, existing in an alluring intersection of the two. True Religion grew deeply intertwined with hip-hop culture, specifically in Atlanta and Chicago, showing up in music videos, movies, red-carpet events and a run of rap tracks. From 2 Chainzâs 2011 mixtape T.R.U. REALigion to Chief Keefâs 2012 âTrue Religion Fien,â True Religion found itself at the forefront of just as many rap hooks as it did fashion spreads, quickly becoming more than a fashion label, and expanding into an aspirational form of self-expression.
True Religion was always an aspirational label to Quavo â a clean pair of jeans he would one day buy, but more importantly (and less tangibly), the representation of a goal. One day, he wanted to be able to have the âdenim jacket with fur inside,â in his own words. When the Athens, Georgia rapper was 15 years old, he drew a True Religion tattoo that still remains on his right arm today as he fronts the brandâs latest campaign, a reminder of True Religionâs undying influence on the hip-hop industry, even 30 years after its creation.
Hypebeast sat down with Quavo to learn more about his love for True Religion, and why it has lasted the test of time. 
True Religion
Whatâs your favorite True Religion piece â specifically from the Holiday Collection?
My favorite piece has gotta be one of these jackets Iâm wearing here with the fur on the inside. Growing up, that was the go-to jacket to run your money up. It always costs a little bit more for the fur. When I was young, this jacket was always a goal to reach, so itâs a full circle moment.
Whatâs your earliest memory of True Religion?
I got a True Religion tattoo that I drew myself on my right arm when I was 15 years old. I barely could afford True Religions, but that was my favorite brand and I love it so much. I had to get it in blood. It felt right.
True Religion is reflective of this revival of 2000s style and trends. Are there any other fashion trends youâre happy to see making a comeback?
Definitely the original names of the [True Religion] jeans â Joey, Ricky, Jimmy. Itâs like characters â some are bootcut, some are skinny. We used to rap about it. All that never went away. Thatâs just fashion. We put something down and then we always come back to it.
Why do you think True Religion has lasted the test of time, specifically in the Atlanta hip-hop community?
Itâs somethinâ about those horseshoes on the back. That symbol on the products just makes you feel like you spent a little bit more money than the next person. I also like the way they stitch. Everything is hand-stitched and double-stitched. Someone took their time with it.
How does your relationship with fashion play into your music?
Fashion goes with the music. Itâs just me. I canât rap without letting you know what I got on first. I canât make a song without telling you what Iâm wearing right now in this room.
Youâve got two minutes to get on a flight. What two True Religion pieces are you bringing?
For the bottoms, Iâm going with a pair of sweats. Theyâre super comfortable â all white, knitted. And a black True Religion varsity jacket.
Elsewhere in fashion news, Kid Cudi and Star Trek have officially unveiled their “Boldly Be” collaboration.
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