True Religion names new artistic director

True Religion has announced that Allen Onyia, co-founder of UpscaleHype, has joined the company as artistic director. Named “Menswear’s Most Important Instagram Account” by GQ in 2018, Onyia is a recognized tastemaker in streetwear fashion circles. In his new role, Onyia will innovate modern and elevated streetwear for True Religion, which has iconic roots in the aesthetic. He plans to apply the same ethos to design as he does to his platforms – “look good, feel good and be a part of something.”

“I have always admired True Religion as an iconic brand with deep roots in the streetwear category,” said Onyia in a statement. “I am thrilled to join the team and bring my vision to reestablish a brand people can associate with, in this new age of streetwear.”

“We have been driving towards this watershed moment since I joined the Company,” said CEO Chelsea Grayson in a statement. “I am excited to work with Allen to return True Religion to its rightful place among streetwear leaders.”

True Religion's been working on engineering a turnaround ever since 2017 when the company filed for Chapter 11 bankruptcy. The company was hit by both consumer's shifting shopping habits to online, as well as their preference for stretchy and more athletic type pants. Onyia will be able to deliver a more streetwear type aesthetic for the brand to resonate more with that mass following of the market.