It’s been 10 years since 2 Chainz dropped his T.R.U. REALigion mixtape with cover art showing the rapper in head-to-toe True Religion denim. The mixtape proved to be a boon for the artist as it prompted the release of his Grammy-nominated debut studio album Based on a T.R.U. Story. And, according to True Religion’s creative director Zihaad “Zee” Wells, 2 Chainz solidified the brand’s prime position in hip-hop and streetwear culture. “The album cover was such an acknowledgement of the brand and its evolution,” Wells tells Complex. “It was an honor.” 

Over the past decade, 2 Chainz and True Religion have built lasting legacies based on the idea of sticking to your roots. “My style has evolved just as I have,” 2 Chainz says. “[But] it’s always been about being true to myself, standing out, and separating myself from the crowd.”

2 Chainz even made sure “TRU” found its way into the name of his nonprofit and record label, which both support families and artists in Atlanta. “Atlanta was where it all started for me,” shares the artist, who was born in College Park just outside the city. “Need I say more?”