True Religion opens digitally enhanced flagship in Manhattan

Vernon, Calif. -- True Religion Apparel Inc. has opened its first global flagship, at 513 Broadway in downtown Manhattan. The 3,000-sq.-ft. space is the brand’s largest and most digitally-savvy store to date, starting with storefront windows that display a continuous stream of video content. The windows are also able to showcase style statements from shoppers themselves.



Inside the store, digital kiosks and iPads provide product-on-demand by offering the entire True Religion collection through an endless digital aisle.



Also exclusive to the Soho location is an entrance mural, whose imagery pays homage to the vibrancy and edginess of New York City. It was designed and painted by New York-based street artist RAE, whose unique murals, paste-ups, and 3-dimensional found-object sculptures can be found on city streets worldwide. The mural will serve as the launch of a series of monthly events True Religion will host at the Soho store, where artists of all mediums will take the stage and showcase their work.



"Our new Soho flagship reflects the current evolution of our brand and where we are heading as a whole,” said David Conn, CEO. “Consumers can now experience the full depth of our product line, shop and interact with True Religion on an entirely digital level. We are very excited to launch and roll out this new concept to a broader group of our stores in the near future."



The new store features full scope of the brand's line, including core pieces, seasonal denim fits, unique finishes, and specialty collections.