True Religion Setting Up Shop Next to the Barclays Center

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A tipster pointed out to us that signage for True Religion has popped up at 162 Flatbush Avenue, across the street from the Barclays Center (blue jeans with your basketball, anyone?) It'll be the clothing brand's first store in the borough when it opens in "early winter," and represents some major changes that the label has undergone since it was sold to a new parent company, WWD reports.

"Our stores are highly productive and very profitable," CEO Conn told the paper, "but they haven't reflected what we want the brand to be going forward. The new stores, like the new products, have a more contemporary look and feel and provide a better stage for our products."

That will include lots of technology upgrades massive video screens at the store's entrance displaying its latest campaign, sales associates equipped with iPads, and "in-store kiosks" where customers can learn more about the merchandise.

And while some of these features are already on display at the Columbus Circle store, WWD reports, they'll be in full effect at the new Brooklyn store, as well as a forthcoming Soho outpost. The address is no more specific than Broadway, and there's no mention of whether it will replace their current store of 132 Prince Street.

Aside from the two existing stores mentioned above, True Religion also has city locations on the Upper East Side, in Flatiron, and in Elmhurst.—Hannah Eshaghian
· True Religion Amps Up 'Fearless Style' Message [WWD]
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