True Religion has opened the doors of a new retail concept. Located in London on Carnaby Street the 2,505 square feet location will be the brand’s first international flagship store.

denim bar at new True Relgion store in London
© True Religion
denim bar at new True Relgion store in London

The retail concept at Carnaby is centered around the brand’s denim bar that showcasing styles for men and women. The bi-level location features an omnichannel approach. The brand aims to merge the benefits of e-commerce with the in store shopping experience, with less product on the sales floor and digital support through iPads and touch screens as well as the new Band technology to access product from around the world.

“Carnaby’s rich history of music and fashion connects to the core of the True Religion brand. Home to the best boutiques from across the globe, we are excited to open our flagship location in this historic, pedestrian shopping area. The store design and customer experience will be the first of its kind in the Carnaby location. Simultaneously, we will launch truereligion.com/uk as a digital complement to our established presence in the UK marketplace,” said CEO John Ermatinger, who joined the company one year ago.



True Religion store in London
© True Religion
True Religion store in London

True Religion, established in 2002 and well-known for its five-needle thread at two-stitch-per-inch, currently runs two freestanding stores and an outlet in London and partners with wholesale retailers such as Selfridges and Harrods. The store opening marks 96 full-price stores and 50 outlet locations globally for the brand.