In the early 2000s, True Religion jeans were a symbol of luxury. Their $400 denim pants appeared in music videos, on red carpets, in fashion magazines, and in luxury marketing campaigns often depicting white, affluent celebrities. But the brand’s popularity faded as fashion trends changed, the economy tightened, and lower-cost brands gained ground. After two bankruptcies and years of decline, True Religion has now found a path forward by embracing a community that never gave up on it: the hip-hop artists and fans who kept wearing its jeans even when the brand was out of the spotlight.
Today, True Religion’s marketing targets a racially diverse, culturally influential audience that has remained central to the brand’s identity. Stars like Sexyy Red and Megan Thee Stallion front the company’s newest campaigns, while jeans now sell for around $79. Instead of chasing exclusivity, True Religion is widening its reach to middle-income shoppers and expanding into products like jewelry and pet accessories. Around half of its sales now come from its own ecommerce site. Since re-emerging from bankruptcy in 2020, the company has doubled its revenue and set a goal of hitting $1 billion in annual sales within a few years. Leaders say the brand’s success is tied to recognizing where real loyalty came from—and investing more heavily in the customers who stayed.
True Religion’s story shows what can happen when brands expand their focus to welcome a new audience. While some companies may hesitate to market directly to hip-hop fans, those who do often find stronger loyalty and growth. As cultural strategist John Wright puts it: “You see time and time again that when brands finally service this demographic, they end up reaching a new level of success.”
Questions:
- How did True Religion market its jeans in the early 2000s, and why did it eventually change focus?
- What are the benefits of marketing to a brand-loyal demographic like hip-hop fans?
Source: Katie Deighton, “The Hottest Denim Brand of the ’00s Turns to Hip-Hop for Its Resurrection,” The Wall Street Journal, April 2, 2025.