True Religion Rides the Wave of Nostalgia to Reclaim Popularity
April 28, 2025 – True Religion Brand Jeans, initially founded in 2002, has experienced a resurgence in sales and cultural relevance, particularly among Gen Z consumers. The denim brand first burst onto the scene with its innovative five-pocket jeans and signature stitching, capturing attention in hip-hop and Hollywood.
This renewed momentum is largely due to a strategic pivot towards celebrity partnerships and marketing campaigns aimed at younger audiences. The company’s Chief Marketing Officer, Kristen D’Arcy, emphasized a focus on iconic figures like Megan Thee Stallion and Quavo, integrating them into engaging campaigns such as “Style is a Gift” and the Super Bowl launch of “Own Your True.” These collaborations have successfully reignited consumer interest, particularly as nostalgia for early 2000s fashion gains traction on platforms like TikTok.
With the return of its recognizable logos and a revamped women’s product line, True Religion is set to exceed its sales goals for 2025, targeting $450 million. Having learned from previous bankruptcies, the brand has re-emphasized its connections to music and culture while lowering price points to better align with consumer preferences.
D’Arcy highlights the importance of genuine relationships with celebrities, noting that Quavo remains a passionate advocate even after his formal partnership ended. The strategic focus on cultural relevance and influencer engagement seeks to capture the attention of a broader demographic, particularly amidst a competitive jeans market.
In a projected North American jeans market set to grow to $35.47 billion by 2030, True Religion is steering toward ambitious plans for reaching $1 billion in sales within the next few years. As the brand revitalizes its identity and harnesses the power of nostalgia, it aims to position itself as a staple in contemporary fashion once more.
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