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True Religion had to recognize some hard truths in order to turn its brand around.
When Michael Buckley returned to True Religion as CEO in 2019, he inherited a company that was struggling to emerge from bankruptcy. Since then, he's helped turn things around — doubling sales to $500 million from 2022 to 2025 — and now aims to reach $1 billion in revenue within five years.
He said the company didn't reach an annual revenue growth rate of 20% last year by sticking to the strategies from its heyday in the early 2000s, when it was selling $300 jeans at stores like Saks Fifth Avenue and Neiman Marcus. It needed some serious reevaluation to get True Religion back on the path to a comeback, with its iconic horseshoe logo on the back pockets of stars like Kylie Jenner.
While the brand is still dwarfed by denim giants like Gap and American Eagle, True Religion has been building its comeback among a new generation of shoppers drawn to its Y2K heritage.
It started with getting to know its customers. The old True Religion shopper was niche, Buckley said. They shopped at Saks, Bloomingdale's, and Nordstrom, and they came from…