How Curated Assortments and Wholesale Are Driving True Religion’s Comeback — Retail Bum

In today’s dynamic world of retail, where macroeconomic challenges and fickle consumer whims are playing the lead roles, can True Religion jeans, once the rock star of premium denim, stage a comeback and dominate the scene again?

Founded in 2002 by Jeffrey Lubell, True Religion quickly gained popularity for its distinctive horseshoe stitching and bold designs. The brand positioned itself as a high-end denim label, targeting a niche market that sought both luxury and a rugged, rebellious aesthetic. However, shortly after gaining popularity as a consumer favorite, its swift decline ensued, ultimately prompting the company to file for bankruptcy in 2017.

Fast forward to today, True Religion is back in the saddle, raking in a reported $260 million in sales last year. Yet, rather than resting on its denim laurels, the brand is stitching together a new narrative, roping in consumers through fresh approaches, including some savvy wholesale partnerships.

In a conversation with Retail Bum, True Religion’s Executive Vice President of North American Wholesale Sales, Jim Kushner, delved into the denim maker’s strategy to cater to consumers and how the company is tuning into pivotal trends to drive sales.