LOS ANGELES — True Religion said Wednesday it hired Allen Onyia, the founder of the online magazine UpscaleHype, to serve as artistic director of the brand.
Onyia cofounded the site UpscaleHype in 2008 with his brother Kyle Onyia, focused on coverage of high-end men’s wear and celebrity fashion. The site includes some commerce with items such as Fear of God sneakers, along with accessories and UpscaleHype-branded product for sale.
The hire is a bid to tap an aesthetic relevant today in streetwear and what the company said is a move to reposition itself back in the category.
“The whole point of this [hire] is it really signals a sea change for the company and its progression into the future,” said chief executive officer Chelsea Grayson. “This is a real line in the sand and I was intent on that when I joined the company.”
The significance of Onyia’s hire is in the company’s aim to return to its roots in streetwear, Grayson added. It’s one of several steps being taken that includes a transition to limited-edition drops. On the product side, there will be less denim and more crewneck T-shirts, crewneck long-sleeve shirts, sweatshirts, outerwear and elevated fabrications, Grayson added, noting that pricing will
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