On March 30th, 2023, the high-end American denim brand announced a partnership with Japanese denim streetwear brand EVISU to establish a presence in China. True Religion aims to open 65 new independent stores and shop-in-shops by 2026, with a goal of expanding to 108 locations by 2028.
True Religion’s Entry into the Chinese Market is Part of Its Global Expansion Strategy
As China gradually relaxes its strict pandemic measures and updates its public health understanding, market activity is picking up, with new business models emerging. This recovery presents an opportunity for the domestic clothing market to rebound, especially as the clothing industry saw impressive results from live-streaming sales in 2022. Since China’s reopening, both online and offline markets have shown steady improvement, creating a favorable environment for international fashion brands to return.
数据来源：抖音
True Religion, as part of its global growth plan, is targeting China to contribute 10% of its global brand volume by 2026. The brand plans to introduce clothing and accessories tailored specifically for Chinese consumers, collaborating with key local partners and creative talent.
Headquartered in Manhattan, True Religion was acquired by Tower Brook Capital Partners in 2013 for $824 million and experienced significant financial challenges. The brand filed for bankruptcy protection in 2017 and again in 2020, marking two bankruptcies in three years.
True Religions Positive Growth and Collaborations Fuel Brand Revival
In the past few years, True Religion has experienced notable growth. According to WWD, the brand reached approximately $250 million in sales in 2022, with plans to double that figure to $500 million in annual sales.
A key driver of this growth has been strategic collaborations, such as the 2021 partnership with Supreme, followed by another successful joint collection in 2022. The collaboration featured outdoor-functional GORE-TEX jackets, pants, and cavalry caps in black, white, and red, along with a washed denim version that preserved True Religion’s signature style. Additional items from the collection included gradient-washed zip-up hoodies and athletic pants in five different colors.
True Religion has built its reputation on crafting high-quality denim, with all products made in the United States using handcrafted methods. This meticulous approach ensures a precise fit and exceptional craftsmanship, further enhancing the brand’s appeal.
True Religion plans to expand its presence in China not only through offline retail but also by strengthening its e-commerce channels, including platforms like Tmall, JD, Douyin, and Deal. The brand will also continue to focus on its direct-to-consumer (DTC) e-commerce business, with an emphasis on its key markets, particularly the growing North American market.
