True Religion is investing more in influencer marketing, TikTok Shop and more to fast-track its quest to become a $1 billion brand.True Religion set this goal in 2025, and it will get more than halfway there by the end of this year. True Religion expects to bring in $550 million in revenue in 2026, up from $470 million last year, CEO Michael Buckley told Modern Retail. Going forward, True Religion hopes to round out sales by doubling its store count and supplying more merchandise to wholesalers, including off-price accounts. The brand is also entering TikTok Shop in September, and it aims to quintuple the size of its influencer program over the next six months to a year.
The changes are part of a larger turnaround strategy for the company known for its horseshoe-shaped stitching. Founded in 2002, True Religion was a major mall brand of the early aughts but lost some momentum in the 2010s as consumers embraced online shopping or turned to competitors. After declaring bankruptcy twice — once in 2017 and once in 2020 — True Religion updated its assortment, hired its first chief marketing officer, pared back its price points, grew its women’s business and focused more on digital. The company came under new ownership in early 2025.
