# ‘We like to be first to be second’: How True Religion’s CEO is rebuilding the denim brand for Gen Z and millennials

- Source: Fortune
- Published: 2026-10-25T09:00:00+00:00
- Category: Business
- Original: 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/
- Canonical: https://groundlevelnews.com/story/we-like-to-be-first-to-be-second-how-true-religion-s-ceo-is-rebuilding-4e5c1a/

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

_Ground Level News shows a short summary only; the full article and all rights belong to Fortune._