True Religion and UnitedMasters launch "True Religion On Tour Concert Series

True Religion and UnitedMasters have partnered to launch the "True Religion On Tour Concert Series," a multi-city event that will bring intimate live music experiences to fans across the country. The series, which kicks off in New York City on September 10, 2026, will feature performances from emerging and established artists, including Dess Dior, Dono, Ro$ama, and Trevor Jackson.

True Religion, an urban casual lifestyle brand for women, men, and kids, has always maintained strong ties to music. "True Religion has always been deeply connected with music," said Kristen D'Arcy, Chief Marketing Officer at True Religion. "Partnering with UnitedMasters to bring 'True Religion On Tour Concert Series' to life gives us an opportunity to build meaningful connections and create new experiences where fans can discover and engage with the brand in a fresh way."

UnitedMasters, the leading music tech platform that facilitates collaborations between independent artists and major brands, sees this partnership as a natural fit. "This partnership with True Religion reinforces our superpower, which is to exist at the intersection of music and brands in an authentic way," said Todd Perry II, Vice President and Head of Marketing at UnitedMasters. "We are proud to help continue this legacy with the shared mission of doing it your way."

The concert series is designed to offer a more personal and community-driven live experience. Each event will feature intimate performances, allowing consumers to engage with the brand through product, interactive experiences, and UM-curated in-store playlists. "I'm excited to lead the launch of the UnitedMasters x True Religion On Tour Concert Series during NYFW," said Dess Dior. "This is a perfect way to showcase my talent and love of fashion at the same time. Celebrating women and independence is something I can always get behind."

The series will make stops in Atlanta in mid-October, Houston in mid-November, and Los Angeles in December, before launching its second year in February 2027. "At UnitedMasters, our mission is to give artists the tools, resources, and support to maximize their creative potential while building direct connections with their fans," said Steve Stoute, CEO of UnitedMasters. "Through 'True Religion On Tour Concert Series,' we're bringing music, fashion, and culture together for artists and communities to connect and celebrate each other."

True Religion, founded in 2002, has established itself as a global icon by redefining fashion with its bold Super T stitching and innovative construction. "Our retail footprint is a platform to connect artists and consumers in meaningful ways," added D'Arcy. "Through this partnership, we're continuing to invest in music, emerging talent, and authentic cultural experiences."