A Fresh Start: True Religion Jeans Find New Owners

Jeans brand True Religion has just changed hands. The company, once a favorite among stars like Jessica Simpson, has faced bankruptcy not once but twice. Now, it's being taken over by Acon, a firm based in Washington, D. C. Acon has a large portfolio, including brands like Applebee's and Igloo. They aren't alone; SB360, part of Jay Schottenstein's network (which also includes American Eagle), is along for the ride. This new team is aiming to boost True Religion's online presence, expand internationally, and refresh its apparel lineup. True Religion's journey hasn't been easy. By the 2010s, it had lost its shine, and in 2017, it filed for bankruptcy. After reemerging, it stumbled again during the Covid pandemic in 2020. Michael Buckley, who led the company in its early days, returned in 2019. He's been trying to revive True Religion by understanding its new customer base. Today, that's a diverse group earning around $60, 000 to $65, 000 a year. He's also lowered the price of jeans to make them more accessible. Change is also happening in marketing. Chief Marketing Officer Kristen D'Arcy isn't just relying on old strategies. She's teaming up with social media influencers like Jayda Cheaves to bring True Religion to a younger audience. Timing has also worked in their favor. Y2K fashion is back in style, making brands like Ed Hardy popular once more. True Religion's metrics are promising. Last year, its sales grew by 20% to $280 million. It's also made $80 million in EBITDA. With new owners and fresh plans, the brand hopes to soon reach a billion dollars in sales.