True Religion made waves during New York Fashion Week (NYFW) by blending the excitement of high fashion with grassroots brand engagement, using a mobile truck experience that brought the brand to the heart of the city.
This innovative strategy showcased the denim label as a formidable contender among couture players, while staying true to its core identity of accessibility and authenticity.
Icons in the City: A Fusion of Street and Couture
True Religion’s presence at NYFW diverged from traditional runway presentations, opting instead for a city-wide mobile truck activation titled “Icons in the City.”
The truck journeyed through Tribeca, Soho, and Bryant Park, engaging influencers and media with private styling sessions and exclusive branded gifts. The high point came on September 12, when the truck stationed itself at Astor Place and opened to the public, inviting New Yorkers to connect directly with the brand.
Immersive Experiences and Exclusive Perks
The pop-up truck offered:
- On-the-spot shopping for items like varsity jackets, matching denim, and activewear
- A customization station for shoppers to personalize pieces
- A photo booth to capture the moment and drive digital engagement
- Scratch-off cards awarding exclusive prizes, fostering excitement and brand loyalty
This hands-on approach created memorable moments and showcased True Religion’s commitment to making fashion both interactive and inclusive.
Record-Breaking Results: Sales and Loyalty
Consumer enthusiasm translated into tangible results. During its public day at Astor Place, the truck drew over 400 visitors and generated more than $3,000 in sales—beating daily sales at 17 of the brand’s physical locations.
The event also catalyzed loyalty sign-ups, adding over 3,000 new members and bringing the True Rewards program close to a milestone 10 million members.
Engaging the Community and Beyond
The NYFW activation wasn’t an isolated push; it tied into events at local universities and retail stores, reinforcing the brand’s cultural connection within New York.
This integrated approach amplified the reach of their campaign, blending real-world interaction with digital follow-up to engage customers long after the truck rolled away.
Looking Ahead: Expanding the Experience
Encouraged by the success at NYFW, True Religion plans to take the mobile truck experience to other major cities and cultural hotspots. The brand’s leadership sees it as a flexible, scalable way to maintain direct, impactful contact with their audience, continuously innovating how fashion brands interact with the public.
By merging street-level access with the cachet of NYFW, True Religion is rewriting the playbook on fashion week participation—reminding the industry that authenticity and community can stand proudly alongside couture.
