By Melanie Gropler

The drought in California has affected every area of life, from the state’s massive farming industry, all the way down to the average citizen. Also the denim industry suffers from the drought. That might be one reason for True Religion to launch (D)Hydrate Denim, a new fabric treatment that uses less water and energy while producing less waste.

Featuring high and low contrasts and a clear blue shade that shines, each style has a soft hand feel and high stretch with no puckering. The phantom back pockets are stitched on the inside to leave a recessive mark on the outside and the tags are made out sustainable forest paper. (D)Hydrate denim is available as boyfriend and super skinny fit for women and a skinny and slim fit for men.

Additional to this investment into new fabrics, the brand announced the opening of a new store. On June, 1 the brand will open doors at Carnaby in London.

True Religion's Hydrate denim image campaign
True Religion's Hydrate denim image campaign