True Religion Partners with Sundae School on 'The Genesis Collection'
Niko Pajkovic — October 18, 2022 — Fashion
References: truereligion & hypebeast
Jean brand True Religion has partnered with Seoul-born fashion label Sundae School to launch a limited-edition clothing capsule called 'The Genesis Collection.' The new collection arrives as part of True Religion's 'True Creator' partnerships program, which aims to foster new talent while enabling emerging companies to rework True Religion's signature looks.
The collection includes pieces for both men and women. These include the 'Separate Water from Water Jean,' the 'Let The Earth Bring Forth Grass' hoodie and sweatpants, the 'Yin and Yang Jean,' the 'Welcome to Sundae School Jean,' and the 'Fish and Bird Jean.' All of these pieces are reinterpretations of True Religion's signature Ricky, Bobby, and Becca styles from True Religion and feature unique detailing, like hand-painted graphics.
“We grew up in Seoul and True Religion was our religion. You had to own a pair to be cool or to fit in, so when
we first heard about this opportunity, we were more than excited to work with a brand that we have such fond memories of,” said Dae Lim, Sundae School’s CEO.
Image Credit: True Religion
The collection includes pieces for both men and women. These include the 'Separate Water from Water Jean,' the 'Let The Earth Bring Forth Grass' hoodie and sweatpants, the 'Yin and Yang Jean,' the 'Welcome to Sundae School Jean,' and the 'Fish and Bird Jean.' All of these pieces are reinterpretations of True Religion's signature Ricky, Bobby, and Becca styles from True Religion and feature unique detailing, like hand-painted graphics.
“We grew up in Seoul and True Religion was our religion. You had to own a pair to be cool or to fit in, so when
we first heard about this opportunity, we were more than excited to work with a brand that we have such fond memories of,” said Dae Lim, Sundae School’s CEO.
Image Credit: True Religion
Trend Themes
1. Hand-painted Fashion - 'The Genesis Collection' from True Religion and Sundae School demonstrates a trend towards hand-painted detailing on clothing, providing an opportunity for fashion brands to incorporate artisanal techniques into their designs.
2. Limited-edition Collaborations - True Religion's 'True Creator' partnerships program and collaboration with Sundae School showcase a trend towards limited-edition collaborations, providing an opportunity for brands to work with emerging talent and offer unique products to consumers.
3. Reimagined Classic Styles - The reinterpretation of True Religion's classic styles in 'The Genesis Collection' demonstrates a trend towards reimagining and updating iconic fashion pieces, providing an opportunity for brands to put a fresh spin on old favorites.
Industry Implications
1. Fashion - The 'Hand-Painted Fashion' trend demonstrated in 'The Genesis Collection' presents an opportunity for the fashion industry to incorporate artisanal techniques into clothing designs and offer unique, personalized pieces to consumers.
2. Retail - The trend towards limited-edition collaborations, like True Religion's 'True Creator' partnerships program and collaboration with Sundae School, presents an opportunity for the retail industry to offer exclusive products that attract customers and boost sales.
3. Artisanal Design - The 'Reimagined Classic Styles' trend demonstrated in 'The Genesis Collection' presents an opportunity for the artisanal design industry to update and put a fresh spin on classic pieces, appealing to customers who seek unique and personalized creations.
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