Latest news with #OwnYourTrue
Yahoo
14-05-2025
- Business
- Yahoo
Former Printemps, Zimmermann Investor Borletti Group Buys Stake in True Religion
MILAN — Reflecting True Religion's momentum, the denim, sportswear and accessories brand distinguished by its 'Super T' stitch, has secured a minority investment from Borletti Group, which is set to help contribute to its growth. Washington, D.C.-based private equity Acon Investments and SB360 Capital Partners, a Schottenstein affiliate, took a majority stake in True Religion last January and they remain majority shareholders. More from WWD EXCLUSIVE: Printemps on Wall Street Makes Change in Command EXCLUSIVE: Aureum Collective and Parke Join Forces for 'Timeless' Capsule Collection Saint James to Open Pop-up at Printemps in New York Financial details were not disclosed. 'We are thrilled to support True Religion at such an exciting stage of its growth journey. Our decision to invest was driven by the brand's outstanding performance, particularly over the past four years, and by its clear growth trajectory and high profitability,' said Maurizio Borletti, cofounder and partner of Borletti Group. 'We look forward to actively contributing to True Religion's development, bringing our expertise in the retail and fashion sectors, our international network and a strategic vision focused on digital expansion and omnichannel growth.' Borletti Group was also founded by Paolo De Spirt, and has more than two decades of experience investing in premium and lifestyle brands ranging from Printemps and Rinascente to MooRER and Zimmermann. Acon led the transaction with the support of Borletti Group and its co-investors (including Azimut through the AZ RAIF II-Private Equity Borletti Investment fund and the founders of Moose Knuckles), and with the Schottenstein Group, which has a network of apparel and retail businesses that includes American Eagle Outfitters. Founded in 2002, True Religion is headquartered in Los Angeles and is led chief executive officer Michael Buckley. As reported, the brand, positioned in the accessible range, is aiming to reach $1 billion in annual sales in three to five years. The business is expected to reach $450 million in volume in 2025, driven by focused marketing and merchandising centered on hip-hop and rap performers and sports figures; showy logos; moderate prices; promotions, and edgier styles, such as Super T miniskirts and short shorts; slouchy, baggy men's jeans, and often formfitting midriff-baring women's outfits. Its e-commerce business is up 35 percent year-to-date, Buckley told WWD in March. Last year True Religion launched its holiday campaign with Megan Thee Stallion and Hunxho. Saweetie has also fronted images for the brand. In February, the label tapped Brazilian pop star Anitta to kick off its new marketing platform, called 'Own Your True.' In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at a two-stitch-per-inch process, the True Religion Super T stitch has been recognized for its unique look. Borletti is the former Rinascente president and De Spirt is a former Emanuel Ungaro CEO. They formed Borletti Group in 2005 and in 2016 it was part of a consortium that completed the acquisition of Grandi Stazioni Retail from Italian state railway company Ferrovie dello Stato Italiane and private investment vehicle Eurostazioni, providing exclusive rights to the commercial leasing and advertising spaces of some of the main railway stations in Italy. Borletti Group was among the investors that acquired Italian department store chain La Rinascente in 2005 and French department store chain Printemps in 2006. De Spirt was a member of the Printemps board from 2006 until 2013. La Rinascente was sold to Thai group Central Retail Corp. in 2011, and Printemps in 2013 to Divine Investments SA, a Luxembourg-based investment fund backed by Sheikh Hamad bin Khalifa Al Thani, the former emir of Qatar. Best of WWD EXCLUSIVE: Sean Combs Regains Control of Sean John Brand Isabel Marant Said in Play Again: Sources Holding Industriale Invests in Shoe Specialist Valmor Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
06-02-2025
- Entertainment
- Yahoo
Brazilian Pop Star Anitta Kicks Off True Religion's New Marketing Platform
True Religion has tapped Brazilian pop star Anitta to kick off its new marketing platform, called 'Own Your True.' 'Anitta isn't afraid to be bold and confident,' Kristen D'Arcy, True Religion's chief marketing officer, told WWD. 'She tells her story in our 60-second video and epitomizes Own Your True.' More from WWD True Religion Updates Retail Agenda, Sees Up to 150 Stores Megan Thee Stallion in True Religion's Holiday Campaign True Religion Develops a Blue Jean Meant to Shape Your Butt True Religion tapped Anitta because she's been high-profile, has a Netflix documentary coming out soon, and is a two-time Grammy nominee. As D'Arcy said: 'She is not just known as a music and fashion personality. She is highly influential.' Starting Thursday, Anitta appears on True Religion's website, on Instagram, YouTube, TikTok, paid media channels and on streaming services. The video has her talking about her journey to make it to where she is today, shows what she could have looked liked as a little girl having big dreams, shows real footage of her performing over the years, and walking on stage in True Religion. Collaborating with talent is integral to the True Religion ethos. Recently, the brand partnered with Saweetie and Megan Thee Stallion in campaigns. Oscar nominee Timothée Chalamet has been seen wearing True Religion jeans and jackets — without getting paid for it — on red carpets, during his appearance Jan. 26 on 'Saturday Night Live,' and at a recent Knicks basketball game. 'True Religion has always stood for disrupting the status quo and now the 'Own Your True' platform gives our community an outlet to confidently claim and express their individuality and their true selves,' D'Arcy said. The brand considers itself 'a cultural leader.' The Own Your True platform will continue for the foreseeable future as the umbrella for True Religion campaigns that are more temporary or fleeting in nature. The platform will appear in True Religion's product assortment, in True Religion stores, editorial content, collaborations and activations. After the campaign with Anitta, 'There will be a few talent surprises to come in the months ahead,' said D'Arcy. True Religion's 'Team True' ambassador program partners with about 70 rising and established stars and creators across sports, music, fashion and entertainment, including Kyle Smith, the stylist for the NFL, and WNBA star player Lexie Brown, who will help to amplify 'Own Your True' through their own original content. In addition, platform-specific strategies will be activated across social media, and streaming platforms including Paramount+, BET, MTV and Samba TV. Audio marketing will scale this season with SoundCloud, SiriusXM, Pandora and podcast partnerships for new customer acquisition. A Live Nation collaboration will further connect True Religion with Anitta's fans and other music enthusiasts. On Saturday, the day before the Super Bowl, there will be True Religion activation in partnership with Sports Illustrated during a party in New Orleans where the football championship is being played. The brand is also planning activations at Coachella in April and for NBA All-Star Weekend, social media and real-time coverage is planned. 'My personal 'true' religion is loving myself and embracing everything that makes me who I am,' Anitta said in a statement. 'I have always loved the True Religion brand and was thrilled to work with them to encourage people to never give up on their dreams, and to live their truest, most authentic selves.' Last January, True Religion was acquired by Washington, D.C.-based private equity firm ACON Investments and its strategic partner SB360 Capital Partners — a retail investment firm led by American Eagle chief executive officer Jay Schottenstein. The sale could lead to a lift in the marketing budget, although True Religion already spends north of 10 percent of its annual sales on marketing. True Religion started planning Own Your True last fall, well before the acquisition. 'The approach to marketing has not changed at all based on the transaction,' said D'Arcy. True Religion has a goal of attaining $1 billion in annual sales, but declined to state its current volume or project when it could reach its goal. Since 2020, the lifestyle denim brand has been widening its scope of products through licensing deals for footwear, childrenswear, belts, pet accessories and more. In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at two-stitch-per-inch process, the True Religion Super T stitch has been recognized for its unique look. Aside from premium denim, the company produces sportswear. 'The company is now well positioned to embark on this exciting new chapter with cultural leadership at the forefront,' said Michael Buckley, True Religion's chief executive officer. ''Own Your True' isn't just a campaign; it's a statement of who we are now and where we're headed as a cultural force in the world of lifestyle brands. As we aim to build True Religion into a billion-dollar brand, we expect this new platform to be a driving force behind our growth strategy.' Best of WWD Macy's Is Closing 66 Stores in 2025 — Here's the List, Live Updates Inside the Demise of Lord & Taylor COVID-19 Spikes Elevate Retail Concerns
Yahoo
06-02-2025
- Entertainment
- Yahoo
True Religion Taps Anitta to Lead ‘Own Your True' Campaign
Who better to lead a new campaign that embraces individuality and celebrates self-expression than Brazilian pop star Anitta? The two-time Grammy nominated artist stars in True Religion's new brand platform, 'Own Your True.' More from Sourcing Journal Silver Jeans Amplifies Denim Lifestyle With Rock 'n' Roll-infused Spring Campaign Alix Earle Is Bringing Back Skinny Jeans with a New Campaign and Collaboration for Frame True Religion Acquired by American Eagle CEO-Chaired Investment Firm The campaign's hero video features original footage of Anitta's journey, inspiring audiences to embrace their authentic selves—something Anitta has championed throughout her career. 'My personal 'true' religion is loving myself and embracing everything that makes me who I am. I have always loved the True Religion brand and was thrilled to work with them to encourage people to never give up on their dreams, and to live their truest, most authentic selves,' Anitta stated. Through this campaign, True Religion aims to strengthen its position as a cultural leader. In January, the brand was acquired by Washington, D.C.-based private equity firm ACON Investments, L.L.C. and its strategic partner SB360 Capital Partners—a retail investment firm led by American Eagle CEO Jay Schottenstein. This partnership is focused on revitalizing the iconic brand and driving its successful comeback. Since 2020, the lifestyle denim brand has been widening its scope of products through licensing deals for footwear, children's wear, belts pet accessories and more. Collaborations with Saweetie and Megan Thee Stallion further expanded its reach with women. The Y2K brand landed back in the spotlight this winter after Oscar nominee Timothée Chalamet was seen several times wearing True Religion jeans and jackets. 'We felt the time was right to ignite a bigger cultural movement,' said Kristen D'Arcy, True Religion chief marketing officer. 'True Religion has always stood for disrupting the status quo and now the 'Own Your True' platform gives our community an outlet to confidently claim and express their individuality and their true selves. 'Own Your True' will be carried across several touch points, from True Religion's product assortment to content, collaborations and strategic activations. D'Arcy added that a few talent surprises to come in the months ahead. Activations begin this week in New Orleans ahead of Super Bowl LIX, where True Religion will host customization stations and other interactive activations at Sports Illustrated's The Party. The brand is also planning an activation at Coachella in April. Additionally, Team True, the brand's ambassador program that partners with rising and established stars and creators across sports, music, fashion and entertainment, will amplify 'Own Your True' through their own original content. Platform-specific strategies will be activated across Instagram, YouTube, TikTok and Pinterest. Streaming platforms include Paramount+, BET, MTV, and Samba TV. Audio marketing will scale this season with SoundCloud, SiriusXM, Pandora and podcast partnerships for new customer acquisition. A Live Nation collaboration will further connect True Religion with Anitta's fans. 'The company is now well positioned to embark on this exciting new chapter with cultural leadership at the forefront,' said Michael Buckley, True Religion CEO. ''Own Your True' isn't just a campaign; it's a statement of who we are now and where we're headed as a cultural force in the world of lifestyle brands. As we aim to build True Religion into a billion-dollar brand, we expect this new platform to be a driving force behind our growth strategy.'
