How True Religion Made a Comeback

True Religion, a brand known for its high-end jeans, faced tough times after its former president, Michael Buckley, stepped down in 2010. The company struggled to keep up with the growing trend of online shopping and filed for bankruptcy not once, but twice—in 2017 and 2020. Buckley returned to the brand in 2019 after leading another fashion company, Differential Brands Group. He took on the challenge of turning True Religion around. His efforts paid off. Under his leadership, the company's sales doubled, and it reached its highest profitability ever. So, what changed? Buckley focused on adapting to the digital age. He understood that customers were shifting to online shopping, and he made sure True Religion kept up. This strategy proved successful, bringing the brand back from the brink of collapse. But the turnaround wasn't just about online sales. Buckley also worked on improving the brand's image and product quality. He made sure True Religion stayed true to its luxury roots while also appealing to a wider audience. The fashion industry is always changing. Brands that can't adapt risk falling behind. True Religion's story shows that even after hitting rock bottom, a company can bounce back with the right leadership and strategy.