True Religion Cuts Clothing Prices for Mass Market

Shoppers earning $65,000 to $85,000 can now find jeans at lower price points as the brand pivots its retail strategy.

Updated on Oct. 25, 2026 in Debt Relief

True Religion Cuts Clothing Prices for Mass Market

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True Religion is pivoting its brand strategy toward mass-market pricing and trend-following, marking a significant shift from its historical focus. The company now targets Gen Z and millennial shoppers with household incomes of $65,000 to $85,000.

Why it matters

By moving away from luxury price points that historically catered to households earning $250,000, the brand is realigning its cost structure to remain viable following past bankruptcy filings in 2017 and 2020. This transition aims to stabilize the company's financial footprint as it pursues a revenue growth target of $900 million over the next five years.

The company has lowered jean prices to a current range of $59 to $89, down from a historical range of $200 to $300. This change targets households with incomes of $65,000 to $85,000, a decrease from the brand's previous focus on $250,000 income households.

The players

True Religion

A clothing retailer currently targeting Gen Z and millennial demographics through mass-market pricing.

Michael Buckley

The current CEO who returned in 2019 to shift the company toward a trend-following business model.

UnitedMasters

A music platform that partnered with the retailer for a four-city concert series.

The details

To reduce financial risk, the company now identifies emerging fashion trends before producing small batches of 300 pieces for testing. By reworking its supply chain to utilize cheaper fabrics, the firm has brought clothing costs down to a $19 to $39 range for T-shirts. This follow-the-trend model allows the business to avoid the costs associated with original design, focusing instead on capturing existing demand.

Michael Buckley served as company president from 2006 to 2010.
The company filed for bankruptcy in 2017 and 2020.
Michael Buckley returned to the company as CEO in 2019.
The company concert series kicked off in New York on September 10, 2026.

Money Landscape

This strategy shift follows the company's previous bankruptcy filings in 2017 and 2020. The current move toward broader market accessibility reflects a departure from the high-luxury positioning that previously defined the brand's growth phase.

Shoppers in the $65,000 to $85,000 income range now have access to lower price points for items like denim and T-shirts compared to the brand's previous luxury-tier pricing. Households should evaluate whether these products fit their current clothing budget as the company expands its retail offerings.

The takeaway

The retailer is betting that lower price points will drive the volume necessary to reach $525 million to $550 million in annual revenue. Consumers interested in clothing brand value should note that the company now sources cheaper fabrics to maintain these accessible price levels.