True Religion tapped non-conformist R&B musician Black Atlass to front its Summer ’17 campaign, This is True.

The musician, also known as Alex Fleming, models the denim brand’s futuristic street style collection, including short-sleeve hoodies, smoke effect denim and distressed T-shirts.

“Making noise as a musical maverick, Black Atlass is disrupting the industry with a musical style that is thoughtfully experimental. His elusive appeal, remarkable sound, and edgy fashion sense screams street elegance, which makes him the perfect ambassador for This Is True,” said True Religion CMO Tara Peyrache.

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