LOS ANGELES--(BUSINESS WIRE)--True Religion, an iconic American denim and sportswear brand, today announced the appointment of Tina Blake as Senior Vice President, Women’s Design and Brand Image. This new role, reporting to Chief Executive Officer Michael Buckley, is a key component to True Religion’s expanded women’s merchandise strategy to drive incremental revenue and new customer acquisition.
“Tina’s proven track record of growing women’s businesses over the past 15 years makes her the perfect leader to help take True Religion’s women’s business to the next level,” said Michael Buckley, CEO, True Religion. “Our goal over the next three years is to increase women’s sales from the 35% it is today to being on par with men’s at 50% of the business. We have a legion of loyal women’s consumers and are very excited to fuel growth in this category.”
Blake will be oversee all women’s product and brand image and work closely with Creative Director Zihaad Wells. She will lead women’s initiatives and create a consistent brand identity across all aspects of the women’s business, including marketing, advertising, customer communications, social media, e-commerce, and retail stores. She joins True Religion from Techstyle Fashion Group where, as Vice President, Design and Operations for Global Fashion Brands, she managed design, product development, and technical design teams for JustFab and ShoeDazzle brands in North America and Europe. Prior to joining Techstyle, Blake was at Guess, Inc. for seven years, where she started as a Senior Designer, Young Contemporary and was promoted to Director of Design, Young Contemporary. Earlier in her career, she was a Designer for Rip Curl USA.
“I’m thrilled to join True Religion at this extremely exciting moment in its history,” Blake said. “It will be exciting to work with such a talented team on one of the most iconic names in fashion as we take the women’s category to a whole new level.”
The strategy includes relaunching True Religion’s Core Denim collection for women and offering a more robust assortment of styles across a wider range of washes, silhouettes, and plus sizes. The brand will also engage in more collaborations with female artists and influencers, such as its recently launched collaboration with American singer, rapper, songwriter, and actress Dreezy.
About True Religion:
In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at two-stitch-per-inch process, the True Religion Super T stitch was instantly recognized for style that was unlike any other denim brand in the world. True Religion speaks to the uniqueness found in all of us. The brand is worn by athletes, musicians, and artists globally to express their individual style. Delivering an exclusive assortment of iconic styles, True Religion Brand Jeans focuses on producing high quality premium denim and sportswear for men, women and kids.