Michael Buckley has remade the early-2000s premium-denim label with $59 jeans, bedazzled everything, and concerts.

Source: [Fortune](https://fortune.com/2026/10/25/we-like-to-be-first-to-be-second-how-true-religions-ceo-is-rebuilding-the-denim-brand-for-gen-z-and-millennials/)

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