True Religion's D2C Pivot and Its Billion-Dollar Ambition

Wed, 21 Oct 2026 03:04:02 +0000

A brand once defined by premium denim is now writing a very different growth story. True Religion, known in the 2000s for contrast-stitched jeans that sold for hundreds of dollars in department stores, has moved well beyond its starting point. Sportswear and accessories now account for more than half of its product range, and its chief executive, Michael Buckley, has stopped describing the company as a denim label.

“True Religion is an authentic and accessible lifestyle apparel brand born from denim,” Buckley explains. That repositioning is paying off: the business expects revenue of $550 million this year, up from $470 million in 2025, and is setting its sights on $1 billion in sales within five years.

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True Religion's D2C Pivot and Its Billion-Dollar Ambition