Gary Harvey is True Religion Apparel, Inc’s new creative director. The California-based denim and lifestyle brand announced today that it has signed a long-term agreement with the Harvey, who has spent the last eight years helming GaryHarveyCreative, his London-based creative consultancy that has worked with such brands as Adidas, Chanel, Diesel, DKNY, Levi’s, Nike and Revlon. Harvey previously served as creative director of Levi’s Europe for five years and has also designed for Arcadia Group and French Connection.

“Today’s announcement is an important step as we continue to strengthen our world-class team at True Religion and I am thrilled to work with Gary and benefit from his expertise,” said True Religion’s CEO David Conn. “He has a real understanding of premium denim and a true passion for our brand. Gary’s inspiring vision will bring an exciting, fresh perspective on the creative direction we need to help our brand evolve into the future.”

“True Religion is an established leader in the premium denim market and I am looking forward to working with the company at such an exciting turning point,” said Harvey. “Collaborating with the talented team at True Religion, we will develop an innovative vision and design ethos to ensure that customers experience a forward-looking and aspirational brand when they wear True Religion’s product, walk into its stores and engage with its marketing.”