‘We like to be first to be second’: How True Religion’s CEO is rebuilding the denim brand for Gen Z and millennials

True Religion, a premium denim brand, is making a strategic shift to attract Gen Z and millennials. CEO Michael Buckley acknowledges that the brand's original appeal of conspicuous, expensive jeans no longer resonates with today's customers. Instead, Buckley is focusing on offering affordable clothing, music partnerships, and immersive in-store experiences to appeal to younger shoppers.

The company has adjusted its price range, with jeans now costing $59 to $89 and T-shirts $19 to $39, while maintaining a strong focus on denim, which comprises 35% to 40% of their sales. Buckley also reworks the supply chain, testing cheaper alternatives against expensive Italian fabrics. Despite the lower prices, the company anticipates its highest revenue ever.

Retail expert John Talbott supports this approach, noting that new trends often start at high-end retailers before trickling down to mass audiences. True Religion's strategy involves following trends rather than creating them, allowing the company to adapt to changing market conditions and customer preferences.