True Religion, the renowned global lifestyle brand, has announced a major overhaul of its loyalty program just ahead of the holiday shopping season. The revamped program, now called True Rewards, replaces the former True Fam initiative and aims to deliver more than just discounts. True Rewards is designed to offer customers exclusive access to unique sports, music, and cultural experiences, including collaborations with True Religion’s influencers and creators from Team True. The new program will kick off during Black Friday weekend, offering members a range of exciting perks.
“This upgraded loyalty program is all about rewarding our customers for their loyalty, both in-store and online. It helps us understand our customers’ preferences, ultimately enabling us to offer a more personalized shopping experience,” said Michael Buckley, Chief Executive Officer of True Religion. “True Rewards will also provide us with a deeper, more holistic view of our customers by tracking purchases across all channels.”
The True Rewards program offers members exclusive benefits starting with two-day early access to True Religion’s Black Friday doorbusters, beginning Wednesday of the holiday weekend. Additionally, members can enjoy 20% off on purchases of $150 or more. Over the Black Friday weekend and throughout the holiday season, members will earn double reward points on select items and from True Religion’s curated gift guides, helping them reach higher reward tiers faster. From December 1 through 14, members who achieve top-tier “Icon” status and spend $150 or more will receive an exclusive trucker hat as a gift with their purchase.
The program’s structure has been revamped with four new, flexible tiers. The entry level, “Insider,” is free to join, allowing customers to start earning rewards right away. After spending $200 annually, members will be elevated to “Trendsetter” status. Those who spend $500 per year will reach the “Icon” tier, with even more perks. A secret, exclusive fourth tier exists for the most loyal customers, providing access to rare and extraordinary experiences. The True Rewards program also offers non-transactional ways to earn points, such as referring friends, following the brand on social media, liking and sharing posts, and writing reviews. Points for redemption start at just 150.
Kristen D’Arcy, Chief Marketing Officer of True Religion, emphasized that the revamped program goes beyond simple transaction-based rewards. “We understand that our customers want more than discounts—they want unique and memorable experiences,” D’Arcy said. “True Rewards is designed to thank our most engaged customers in ways that go beyond a typical loyalty program. We offer exclusive perks like early access to collaborations, VIP access to events, and opportunities to meet Team True at special gatherings, all of which reflect our brand’s connection to music, sports, and culture.”
True Rewards members can sign up and manage their accounts through True Religion’s website, in-store, or via the True Religion mobile app, available for both iOS and Android.
About True Religion
Founded in 2002, True Religion revolutionized the denim world with its unique take on the classic five-pocket jean, featuring a five-needle stitching process that gave rise to its signature Super T stitch. This instantly recognizable stitch became synonymous with high-quality, premium denim. Known for their distinct style, True Religion jeans are worn by athletes, musicians, and artists around the globe. The brand has grown beyond denim into a full lifestyle collection, producing sportswear for men, women, and children. True Religion continues to stand as a symbol of individuality, offering exclusive products that allow customers to express their personal style.
