True Religion Apparel, the California-based marketer of premium American-made jeans, is bringing some Americana to China.
The company opened its first store in Shenyang, China at the end of 2011 and plans to open more stores including one in Shanghai.
The China stores will be managed by Envols International Trading Co. through a five-year distribution agreement.
True Religion has been resilient and has moved to expand globally with little trepidation, targeting 10 of its 25 new stores in Europe and Asia.
Its new marketing campaign, which included the relaunch of its truereligionbrandjeans.com web site, is distinctly “American” in spirit. It captures “four American personalities — The Bohemian, The Wanderer, The Maverick and, for men’s, The Rebel”
“‘Made in the USA’ is an important concept behind this brand,” Jeffrey Lubell, chairman and chief executive officer said. “I’d rather move up the price and stay in America wherever commodities like cotton and oil may go. I’m not buckling to the ‘you have to have a $100 jean’ pressure. I look for a certain margin. That dictates the price of the product.”
True Religion jeans are priced at about $240 a pair.