True Religion Launches National Consumer Advertising Campaign

VERNON, Calif.--(BUSINESS WIRE)--True Religion Apparel, Inc. (Nasdaq:TRLG) today announced the launch of its 2008 consumer print advertising campaign. The ad campaign represents the Company’s first significant marketing investment and is aimed at growing consumer awareness of the True Religion brand. The print advertisements will be featured in premier national fashion publications, such as Vogue, Teen Vogue, Vanity Fair, Harper’s Bazaar, Elle, Lucky, InStyle, Maxim, and GQ, as well as several regional luxury lifestyle publications, such as Ocean Drive, Gotham, Angeleno, and LA Confidential.

“For our inaugural advertising campaign, we wanted to capture the hippie-bohemian-chic spirit of True Religion”

Under the direction of True Religion founder, chairman, chief executive officer and creative director Jeffrey Lubell, the women’s ad images were shot in Malibu, California by photographer Ashley Barrett, whose clients include Dior, Bloomingdale’s, Elle, and Women’s Wear Daily. The women’s ads showcase supermodel Marisa Miller, a Victoria’s Secret Angel and the 2008 Sports Illustrated Swimsuit Edition cover girl, in True Religion’s premium denim, distinctive knits and sportswear, swimwear, footwear and accessories. The men’s ads feature the Nathan Giant Big T in the newly introduced Blacklight denim group.

“For our inaugural advertising campaign, we wanted to capture the hippie-bohemian-chic spirit of True Religion,” said Jeffrey Lubell, chairman and chief executive officer of True Religion Apparel, Inc. “We are pleased to have Marisa Miller as the face of True Religion in this campaign, as she epitomizes the look of our brand. This campaign also shows how we are expanding our line, with handbags, footwear, swimwear and headwear all coordinated from a single design vision.”

“Our advertising campaign in top-tier fashion magazines will bolster True Religion’s position as a premier luxury brand,” said Michael Buckley, president of True Religion Apparel, Inc. “We are confident that our advertising investment of nearly $2 million will increase awareness of the True Religion brand and translate into sales growth across all of our sales channels.”

About True Religion Apparel, Inc.

True Religion Apparel, Inc. is a growing, design-based premium aspirational brand. The company designs, manufactures and markets True Religion Apparel products, including its premium True Religion Brand Jeans. Its expanding product line, which includes high quality distinctive styling and fit in denim, sportswear, and licensed products, may be found in premium department stores and boutiques in 50 countries around the world, including the United States, Canada, Germany, United Kingdom, Japan, Korea, France, Spain, Sweden, Greece, Italy, Mexico, Australia, South Africa and China. For more information, please visit www.truereligionbrandjeans.com.

This press release contains forward-looking statements within the meaning of the "safe harbor" provisions of the Private Securities Litigation Reform Act of 1995. These statements are based upon our current expectations and speak only as of the date hereof. Our actual results may differ materially and adversely from those expressed in any forward-looking statements as a result of various factors and uncertainties, including uncertainties as to the nature of the apparel industry, including changing customer demand and tastes, seasonality, customer acceptance of new products, the impact of competitive products and pricing, dependence on existing management and general economic conditions. Our Annual Report on Form 10-K, recent and forthcoming Quarterly Reports on Form 10-Q, recent Current Reports on Form 8-K, and other SEC filings discuss some of the important risk factors that may affect our business, results of operations and financial condition. The Company undertakes no obligation to revise or update publicly any forward-looking statements for any reason.