How Juicy Couture and True Religion made a comeback


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In the early 2000s, America’s True Religion was one of the coolest denim brands in international fashion. However, when Michael Buckley joined the company in 2019 as Managing Director, he was tasked with rebuilding the brand after the pain of bankruptcy, alongside Creative Director Zihaad Wells, who first joined True Religion in 2006 alongside Buckley.

The rebound has been impressive. True Religion will exceed $ 235 million in sales this year, making it “the most profitable company in the past eight or nine years,” Buckley said. He wants to make it a billion dollar business in the years to come.

The 2000s brands – or Y2K brands – are making a comeback after years of struggling to stay competitive in a saturated market. Besides True Religion, Juicy Couture and Ed Hardy are also picking up steam. Their business strategies? Collaborations, a wider product line, and high adoption of e-commerce and social media.

Ed Hardy, an American brand best known for its trucker hats and tattoo-inspired graphic t-shirts, has broadened its product categories to become a fashion brand in its own right. “Over the past nine to 18 months we’ve started to fit into new categories – shoes, accessories, outerwear – and just let them unfold organically, without trying to infiltrate our lives and people’s culture, ”said Andie Lipton, Senior Vice President. marketing, creative and public relations at Iconix Brand Group (IBG), which first invested in Ed Hardy in 2009, contributing an additional $ 55 million in 2011 to form a controlling stake.

Redefining the brand

Juicy Couture, now part of Authentic Brands Group (ABG), drew on the legacy of its longtime bestseller, a velor tracksuit. The nostalgia that surrounds Juicy Couture is being used as a springboard to expand further, expanding into new categories such as sleepwear and developing spinoffs from its velor tracksuits. “The brand’s signature is this velvet track. We’ve learned, stick with it, ”says Natasha Fishman, CCO and EVP of Authentic Brands Group. “[But] As much as the velor tracksuit is a staple line from Juicy, there are additional lines that continue to be developed.

Shinsegae, the Korean partner of Juicy Couture.

Juicy Couture / Shinsegae / Authentic Brand Group


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