True Religion, an urban casual lifestyle apparel and accessories brand for women, men and kids, announced the launch of “True Religion On Tour Concert Series,” a new partnership with UnitedMasters, the leading music tech platform that facilitates unique collaborations between independent artists and the world’s biggest brands.
The debut of the four-city concert series brings emerging and established artists to intimate, community-driven live experiences, strengthening True Religion’s connection to music culture, engagement with both Gen Z and Millennial audiences, and underscoring both brands’ vision and equity in independence.
“True Religion has always been deeply connected with music,” said Kristen D’Arcy, CMO at True Religion. “To partner with UnitedMasters and bring ‘True Religion On Tour Concert Series’ to life gives us an opportunity to build connections and create experiences where fans can discover new artists and engage with the brand in an entirely new way.”
“This partnership with True Religion reinforces the superpower and key differentiator of UnitedMasters, which is to exist at the intersection of music and brands in an authentic way. For years, True Religion has championed music and culture and we are proud to help continue this legacy with the shared mission of doing it your way,” said Todd Perry II, VP/head of marketing at UnitedMasters.
The series will feature performances from Dess Dior, Dono, Ro$ama and Trevor Jackson, with each event designed to create a direct connection between artists, fans and the True Religion community. Rather than traditional concerts, the format will allow consumers to experience live performances in a more personal setting while engaging with the brand through product, interactive experiences, UM-curated in-store playlists and more.
“I’m excited to lead the launch of the UnitedMasters x True Religion On Tour Concert Series during NYFW. 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,” said Dess Dior.
Kicking off in New York City on September 10, 2026, the series will continue with 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. “Celebrating individuality is what makes our partnership with True Religion so natural. Together, 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.”
Through its partnership with UnitedMasters, True Religion is continuing to invest in music, emerging talent and authentic cultural experiences, using its retail footprint as a platform to connect artists and consumers in meaningful ways. For more information on ‘True Religion On Tour Concert Series,” visit True Religion online and Instagram at @TrueReligion.
