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Kristen D’Arcy on bringing True Religion’s Y2K codes to a new generation
True Religion’s marketing strategy can be summed up in three words: then and now, Kristen D’Arcy, who became the brand’s first chief marketing officer in 2023, told FashionUnited. “‘Then and now’ is about honouring our history while inspiring consumers to make the brand their own,” D’Arcy said. "Our heritage gives us a rich foundation of...
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Michael Buckley on True Religion’s journey beyond denim and toward 1 billion dollars
True Religion made its name with horseshoe-stitched jeans that sold for hundreds of dollars at department stores in the 2000s. Today, sportswear and accessories make up more than half of its product assortment, and chief executive Michael Buckley no longer calls it a denim brand. “True Religion is an authentic and accessible lifestyle apparel...
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True Religion launches eyewear with FGX International
Fashion and lifestyle brand True Religion has signed a licensing deal with FGX International, an EssilorLuxottica company, to launch a new collection of men’s and women’s sunglasses and eyewear. As part of the partnership, FGX International will design, manufacture and distribute fashion sunglasses and eyewear inspired by True Religion’s “rich...
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