True Religion: The iconic jeans lifestyle has Dess Dior and Dono taking over with an epic concert series
Who says the summer concert vibes have to fade away with the season? Well - technically the ‘summer’ portion might be gone as fall creeps up but relying on the iconic True Religion brand to keep the vibes brewing with a new cross-country tour series featuring rap baddies like Dess Dior and Dono to get things rolling? Oh yes.
True Religion has your concert needs going well into fall 2026
It’s all starting up in the coming days with Dess taking over the Big Apple and then another major concert takeover happening in October with Dono from Atlanta? Peep the deets.
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,’ please visit True Religion online and Instagram at @TrueReligion.
About True Religion:
Founded in 2002, True Religion, an urban casual lifestyle apparel and accessories brand for women, men and kids, quickly became a global icon by redefining fashion with its bold Super T stitching and innovative construction. Worn by artists, athletes and style pioneers, the brand is rooted in self-expression and individuality. Today, True Religion continues to evolve while staying true to its heritage, blending timeless craftsmanship with modern influences. Offering denim, sportswear, accessories and more for men, women and kids, True Religion remains a go-to for those who live boldly and authentically.
About UnitedMasters:
UnitedMasters is the leading music tech platform for independent artists. Through our unique mix of music distribution services, artist marketing solutions, and partnership opportunities with the world's biggest brands, UnitedMasters offers tech-enabled solutions that enable artists to own their futures. We fuel the careers of artists like FloyyMenor, Brent Faiyaz, BigXthaPlug, and more — and unlike traditional record labels, UnitedMasters artists retain full ownership of their careers and the master recording rights to their music. We connect over 2M+ independent artists on our platform with global brands like ESPN, Diageo, and Coca-Cola. These connections are powered by our world-class creative talent to propel the commercial success of artists and brands in today’s world.
