{
  "id": 16453567,
  "title": "‘We like to be first to be second’: How True Religion’s CEO is rebuilding the denim brand for Gen Z and millennials",
  "url": "https://urgent.news/2026/10/25/we-like-to-be-first-to-be-second-how-true-religions-ceo-is-rebuilding",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-25T09:00:00.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/10/25/we-like-to-be-first-to-be-second-how-true-religions-ceo-is-rebuilding-the-denim-brand-for-gen-z-and-millennials/"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "Michael Buckley has remade the early-2000s premium-denim label with $59 jeans, bedazzled everything, and concerts.",
  "key_points": [
    "True Religion CEO Michael Buckley aims to attract Gen Z and millennials.",
    "The brand is lowering prices, with jeans $59-$89 and T-shirts $19-$39.",
    "Buckley is focusing on affordable clothing, music partnerships, and in-store experiences."
  ],
  "editors_take": "Prioritizing affordability and trend adoption over luxury exclusivity marks a pivot toward mass-market relevance as the brand attempts to recapture younger demographics through lower price points and cultural partnerships.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}