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How True Religion turned a Y2K throwback into a $500 million comeback

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…

True Religion Brings Y2K Nostalgia and Hip-Hop Icons to NYFW

True Religion brought the aughts back to New York Fashion Week on Sunday, September 13, taking over Flyfish for “Iconography: That Was Then, This Is Now.” The event united icons from the era with artists, creators and cultural names shaping what comes next.

Dess Dior hit the stage, while Joey Bada$$ arrived fresh off his sold-out run at New York’s Blue Note. Fabolous also surprised attendees with an unannounced set before Ja Rule joined him at the DJ booth for “Ride for This.”

The night also connected to a piece of New York history. Twenty five years ago, Hpnotiq was preparing to sponsor Fabolous’ highly anticipated debut album Ghetto Fabolous at his September 11, 2001 release party. That celebration never happened. True Religion’s event brought that unfinished moment to life, with Hpnotiq behind the bar and Fab and Ja together in the same room.

NEW YORK, NEW YORK – SEPTEMBER 13: attends TRUE RELIGION PRESENTS ICONOGRAPHY: THAT WAS THEN, THIS IS NOW. FOR NYFW at Flyfish Club on September 13, 2026 in New York City. (Photo by Cassidy Sparrow/Getty Images for True Religion)

The gathering featured Fabolous, Ja Rule, Joey Bada$$, Dave East, A Boogie wit da Hoodie, Cash…