At 3,000-square-feet, True Religion has its largest flagship store. With Thursday’s opening in New York City’s SoHo, the store will showcase its complete line of basics, seasonal denim and collaborations with supermodel Joan Smalls and NBA star Russell Westbrook, all with a digital twist.

The SoHo storefront features digital windows that stream continuous video content, as well as images of consumers sporting True Religion. Inside, the digital experience continues with kiosks and iPads available for customers to browse and get more information on products.

“Our new SoHo flagship reflects the current evolution of our brand and where we are heading as a whole,” said True Religion CEO David Conn. “Consumers can now experience the full depth of our product line, shop and interact with True Religion on an entirely digital level. We are very excited to launch and roll out this new concept to a broader group of our stores in the near future.”

The store also houses an exclusive mural located at its entrance designed and painted by New York-based street artist RAE. The urban inspired pop art honors the vibrancy and edginess that New York City, which the retailer said is also the perfect expression of True Religion’s fearless style attitude. The mural will serve as the launch of a series of monthly events the True Religion will host in the store.

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