Bloomberg Businessweek True Religion's Denim Disruption Strategy
Oct 30, 2025
Michael Buckley, the CEO of True Religion, delves into the brand's innovative denim history and surprising growth. He reveals how sales doubled recently, hitting record profitability by pivoting from luxury to a broader demographic. Buckley shares insights into their global supply chain, emphasizing strengths in China, and discusses their shift to sportswear, which now makes up 60% of sales. He also outlines ambitious plans for category expansion beyond jeans and increased marketing efforts to connect with diverse consumers.
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Profit Rebound After Going Private
- True Religion doubled revenue to about $500 million and is the most profitable it's ever been under Michael Buckley.
- Private ownership allowed strategic changes that improved margins and growth.
Start With A Current Consumer Survey
- Conduct fresh consumer research before betting on strategy to truly know who your customers are.
- Use survey insights to reset product, pricing, and channel choices to match current demand.
Shift From Premium Jeans To Broad Apparel
- The brand is now about 40% jeans and 60% sportswear and accessories across many categories.
- Pricing targets average-American households to expand addressable market versus its earlier luxury positioning.