Coût de la Liberté, which translates to 'The Cost of Freedom' is set to challenge the mindset of unimaginative clothing with a strong focus on extraordinary craftsmanship and premium materials. The brand which is headquartered in Los Angeles, California, is the creation from the former founder, creative director and CEO of True Religion Brand Jeans Jeff Lubell. Jeff, together with his wife Carrie created a brand that pulled inspiration from Music, the California landscape, and the tangible expression and vibe of 70s fashion. This new project is a blending Jeff Lubell’s attraction to true artist expression and Carrie's innate passion for fashionary expression. 

The brand, which formally announced the establishment of its business in February official launched both it’s Ecom platform and Fall Collection September 27th 2020.

With Coût de la Liberté you will find statement pieces. There is no filler. Their idea of luxury is the indulgence of fantasy, not because it’s decadent but because beauty and excitement come from ideas, the wilder the better. Developed using a myriad of colors, extravagant fabrics and bold silhouettes, the roots of the brand features the finest, most luxurious and exotic textiles, threads and trims. Velvet bellbottoms, cowhide motorcycle jackets, rainbow patchwork fur coats. Swinging fringe, dazzling sequins, shiny stretch leather. You get the idea. Jeff traveled the world to hand pick the finest denim and cashmere from Italy, innovative leathers and skins from France and Turkey, and premium fabrics from Asia and other European countries, with strict dedication to detail from ideation to production.

The brand states their continued commitment to fashion in the following:

As a house, Coût de la Liberté stands for hope in a world that doesn’t always make optimism easy. We stand for yearning, for a willingness to venture into the creative wilderness, for letting go of societal expectations and bland mass-appeal aesthetics. To create beauty, we paint in a myriad of colors, onto bold silhouettes, constructed of the most luxurious fabrics. We recognize that our garments are a physical manifestation of the inner imagination; and therefore, they truly reach full bloom only once inhabited by their wearer’s own dreams.

After an extremely successful preview which included showings during the 2020 New York Fashion Week in February and the Paris Fashion Week in March, Lubell and his team are excited to take his brand to a new level which includes their recent Fall Campaign which features supermodel Stella Maxwell.