Tuesday, February 2, 2010

Sadly, Not False, True Religion Opening at Perimeter Mall

True Religion Brand Jeans, which opened their first Atlanta outpost in the 2nd level "Luxury Wing" of Lenox Square in the Fall of 2007, is now opening one at Perimeter Mall. It's to be on the second level here too, this time in the Macy's wing. The store will take a space located next to GAP which once housed a Timberland store, and more recently, "Extraordinary". Not a fan of the line, (the picture to the right is meant to represent just how excited I am!), I don't see why they'd open a second store. As opposed to 7 For All Mankind or Citizens of Humanity, the True Religion line is very "of the moment" and gaudy with its designs most of the time. I'd put them in the same category as I'd put Ed Hardy, Affliction and Robin's Jeans, ridiculously overpriced with decent but not extraordinary quality. They sold well a few years ago when credit was flowing like Niagara Falls and it was cool to wear flashy apparel. Many designer labels such as Burberry and Prada are now toning down their logos on apparel and accessories, realizing that the days of showing off the the label, literally on your chest or your ass, are past. New designs feature a more subtle look, with a heightened emphasis on quality. True Religion started construction this past week and according to mall reps, should be open in 6-8 weeks. ToNeTo Atlanta


Anonymous said...

I'm not a fan either, but really, if it means filling up some empty retail space, I'm all for it. I don't see a need to be negative. It isn't like Perimeter said we can have True Religion OR 7 For All Mankind. If 7 wants to come, I'm sure there'll be a spot for them. I hope True Religion does very well. It doing well will bring other retailers into the Atlanta market and into the 'burbs.

AsianCajuns (Lauren) said...

I agree with you! I'm not a fan of True Religion, and I'm glad other brands are toning it down a bit. Love your "enthusiastic" image ;)

Atlantan99 said...

Anon + Lauren,

I agree that any addition to the mall is thought of as a positive, but an addition such as True Religion I see to be more negative. I feel the brand represents the free spending days of the past few years and is not gonna be at the mall long term.

Anonymous said...

I don't like True Religion either. There are some terrible fakes out there too that I see around Atlanta.

I prefer 7 For All Mankind or Rock & Republic.

Anonymous said...

Who buys premium denim at full retail anyway? I buy brand new pairs for 50% off or more at Ebay. There are a lot of fakes on Ebay but you can get any pair authenticated for free at authenticforum.com.

I go to the retail stores to find my ideal size. Then buy online.