True Religion Jeans are a hot item around Atlanta -- so hot, apparently, that some people are being driven to steal them.

True Religion Jeans, which have been name-dropped by the Black Eyed Peas and other celebrities, retail for more than $200 for a pair of women's jeans. That eye-opening price tag and the large celebrity following help explain why True Religion Jeans are often stolen in robberies.

Recently, a store in Atlanta's Virginia-Highland neighborhood was robbed twice within a 24-hour period. Both robberies occurred around 3:30 a.m. and involved thieves smashing the front windows of the boutique and making off with True Religion Jeans and other fashion accessories.

All told the, store owner estimates he has lost $25,000 worth of merchandise. That figure does not include the clean-up costs, the expense of replacing the broken glass or the income he forewent because he could not serve customers while he was picking up after the robbery.

He said he has long dreamed of owning a store in the Virginia-Highland neighborhood and is determined not to let the double-robbery incident deter him or make his name mud around the neighborhood.

True Religion Jeans are not the only popular fashion item that is driving people to lengths they'd never previously considered. Atlanta readers probably heard about the commotion surrounding the debut of the new Air Jordan sneakers, which led to customers fighting with each other over pairs of the shoes.

Source: The Atlanta Journal-Constitution, "Blue jean bandits hit Virginia-Highland boutique twice in two days," Mike Morris and John Spink, Jan. 17, 2011