True Religion and UnitedMasters Launch Multi-City Concert Tour

The tour kicks off in New York City on September 10, 2026, followed by scheduled stops in Atlanta this October, Houston in November, and Los Angeles in December. The initiative, which plans to extend into a second year starting February 2027, features a lineup including Dess Dior, Dono, Ro$ama, and Trevor Jackson.

Rather than conventional concert venues, the events will utilize the brand's retail footprint to host personal, interactive experiences. According to Kristen D'Arcy, CMO at True Religion, the partnership serves as a strategy to foster deeper connections with Gen Z and Millennial audiences. Todd Perry II, VP of Marketing at UnitedMasters, stated that the collaboration focuses on the intersection of music and brand culture, providing artists with a platform to perform while engaging directly with fans through in-store playlists and curated activations.