True Religion Apparel, Inc. Names Jordan Daly as Vice President of Brand Strategy, Public Relations and Marketing

VERNON, Calif., May 12, 2011 (BUSINESS WIRE) — True Religion Apparel, Inc. (Nasdaq: TRLG) today announced that the Company has named Jordan Daly as Vice President of Brand Strategy, Marketing and Public Relations effective May 1, 2011. Ms. Daly will be responsible for developing the direction for, and managing all aspects of brand management, marketing, public relations and special projects on a global basis. She will drive a strategic multi-platform communication plan, oversee brand identity and positioning, campaigns, public relations, special events, product launches and internal communications to further build the Company's market leadership position and maximize profitability. Mr. Jeffrey Lubell, the Company's Chairman, Chief Executive Officer and Chief Merchant will be directly involved in overseeing Ms. Daly's initiatives.

Ms. Daly was most recently Vice President Public Relations Americas for Burberry Group, PLC. Prior to that, she served as Managing Director with HL Group, LLC specifically overseeing strategic marketing and communication platforms for consumer, fashion and lifestyle clients. Ms. Daly's additional professional experience includes serving as Public Relations Director with kate spade and she worked in account management and advertisement roles with Factory Communications. Ms. Daly began her career at Harrison & Shriftman and has a B.S., Fashion Merchandising and Marketing from the University of Alabama.

Jeffrey Lubell, Chairman, Chief Executive Officer and Chief Merchant of True Religion Apparel, Inc. stated, "Jordan brings a wealth of knowledge in all facets of brand development that will help further increase our overall brand awareness and affinity. As we continue to expand and further evolve our global presence, Jordan will be instrumental in guiding our efforts to reach our target customer while enhancing our reputation as one of the world's premier denim and lifestyle brands."
About True Religion Apparel, Inc.

True Religion Apparel, Inc. is a growing, design-based jeans and jeans-related sportswear brand. The Company designs, manufactures and markets True Religion Apparel products, including its premium True Religion Brand Jeans. Its expanding product line, which includes high-quality, distinctive styling and fit in denim, sportswear, and licensed products, may be found in the Company's branded retail stores as well as contemporary department stores and boutiques in 50 countries on six continents. As of March 31, 2011, the Company owned and operated 96 branded retail stores in the United States, four branded retail stores in Japan, one branded retail store in the United Kingdom, two branded retail stores in Germany, and one branded retail store in Canada. For more information, please visit www.truereligionbrandjeans.com.

This press release contains forward-looking statements within the meaning of the "safe harbor" provisions of the Private Securities Litigation Reform Act of 1995. Among these forward looking statements are our expected operating and financial performance and the other statements contained in this press release addressing our plans, expectations, future financial condition and results of operations. These forward-looking statements are not historical facts and are inherently uncertain and outside of our control.Any or all of our forward-looking statements in this press release may turn out to be wrong.They can be affected by inaccurate assumptions we might make or by known or unknown risks and uncertainties. Actual future results may vary materially. Factors that may cause our plans, expectations, future financial condition and results to change are described in our Annual Report on Form 10-K, Reports on Form 10-Q and our other filings with the SEC, and include: the current downturn in the global economy and in particular, the decline in consumer spending generally and in the apparel industry more specifically; the Company's ability to predict fashion trends; the Company's ability to continue to maintain its brand image and reputation; competition from companies with significantly greater resources than ours; and the Company's ability to continue and manage its expansion plans.

SOURCE: True Religion Apparel, Inc.