Oslo: The return of True Religion jeans highlights a growing trend in vintage fashion, as they regain popularity among young people inspired by early 2000s aesthetics. Influencers and celebrities, including Timothée Chalamet, are helping to drive this resurgence within contemporary fashion circles.
The resurgence of vintage fashion has taken a notable turn with the re-emergence of True Religion jeans, which are characterised by their distinctive stitching and back pockets. Founded in 2002, True Religion quickly became a favourite among Hollywood celebrities, including icons such as Paris Hilton and Britney Spears. By the early 2010s, the brand had also established a foothold in hip-hop culture, embraced by artists like Chief Keef. Today, as the fashion landscape revisits styles reminiscent of the late 90s and early 2000s, True Religion finds itself back in the spotlight.
In Oslo’s trendy Grünerløkka district, Terje Sørensen, 43, was recently spotted outside Dapper, enjoying a cup of coffee while wearing True Religion clothing. “I have been wearing True Religions since 2007,” he shared. Adorning a complete outfit that exudes early 2000s aesthetics, his wardrobe also features brands like Ed Hardy. Observing the current trend, Sørensen noted, “It was a shock the first time I saw young girls queuing at thrift stores for the jeans I have sworn by for years.”
Salar Bahador, the owner of the vintage store Ditto, has witnessed this fashion resurgence at close range. He remarked that the demand for True Religion jeans currently exceeds the supply he receives. “When some grow out of True Religion, new people come in who want it. The jeans talk loudly, and many people dig that. There are always ‘saggers’ too. It’s an era some have to go through,” he explained. A recent article in the American fashion magazine GQ highlighted actor Timothée Chalamet as a pivotal figure in bringing True Religion and sagging style back into fashion. During a film tour, Chalamet was seen on multiple occasions sporting the jeans with a low waistline.
At Ditto, True Religion jeans are typically sold for around 1,000 NOK, with more embellished styles commanding a slightly higher price. Bahador also mentioned other brands like Rock Revival and Miss Me Jeans as being popular among customers. He noted that Ditto set a sales record on the same day that the rap group Undergrunn performed at Oslo Spektrum in November 2023. “It’s not a coincidence,” Bahador asserted, explaining that fans aspire to dress like their idols, pointing out that the members of Undergrunn frequently favour True Religion.
Emerging as a key component of the Y2K fashion movement, which has dominated recent style trends, True Religion jeans are intertwined with the retro aesthetics many have begun to revisit. Influencer Emilie Tjensvoll, 23, expressed her enthusiasm for the brand, stating that she dresses as she dreamed in her childhood. “I often saw True Religion jeans in MTV music videos, on Elena in ‘The Vampire Diaries’, and in the film ‘Coyote Ugly’ when I was growing up in the 2000s.”
Initially gaining traction through niche communities and vintage retailers, True Religion jeans have now become accessible to a broader demographic. Major retailers such as Carlings and Nelly have also reintroduced the brand into their collections. Tilda Tørnqvist, a Swedish influencer with a following of 740,000 on Instagram, recently showcased her own pair of True Religion jeans, further contributing to the brand’s visibility.
Tereza Thornton, the owner of the vintage shop Robot in Grünerløkka, remarked that they started selling True Religion around four years ago, coinciding with the rise of Y2K style. “All trends follow a curve. First, interest rises, then it peaks, and eventually, it begins to decline. I would say we are at the peak of the True Religion trend now, which means that a lot of different age groups are interested,” Thornton evaluated. This revival underscores the significant role that fashion history plays in shaping the styles embraced by contemporary celebrities and influencers, illustrating the cyclical nature of fashion trends across decades.
Source: Noah Wire Services
