Denim fans have a new shopping destination in Bethesda: True Religion opened today at Westfield Montgomery Mall. The new Bethesda location is one of the first in the nation to feature the retailer's redesigned store concept. True Religion CEO David Conn emphasized the store's "more contemporary look and feel" in a statement released today. Digital storefront windows and in-store kiosks reflect that modern approach.
Also new at Montgomery Mall's True Religion: the denim bar has been replaced by a Denim Gallery, which Creative Director Gary Harvey says will "ignite a bold conversation with our customers with a relevant 3-D expression of our brand."
Overall, the company states its goal is to "disrupt the senses," so it will be interesting to see how that plays out in the shopping experience.
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