Dive Brief:
- True Religion has signed a new footwear licensing agreement with wholesale distribution company Orly Corporation, according to a Tuesday press release.
- The collection will be released in the fall and will feature men’s, women’s and kids’ shoes priced between $55 and $200, per the release. True Religion stated that it plans to sell footwear through its retail stores and e-commerce site, as well as through “major retailers in both the U.S. and Canada.”
- Over the past two years, the denim brand has signed several license deals, including a 2023 agreement with Wiesner Products Inc. for pet accessories, a home goods license with EnVogue set to begin this month, and 2022 license agreements with Amiee Lynn for women’s belts and Concept One Accessories and Capelli/Ballet for a variety of products including cold weather accessories, jewelry and handbags.
Dive Insight:
When Los Angeles-based True Religion announced the hire of Kristen D’Arcy to the newly-created role of chief marketing officer in July 2023, D’Arcy told Fashion Dive she planned to lead the company in a digital-first and DTC strategy. Expanding its licensed goods merchandise and increasing the number of ways customers connect with its brand appears to be part of that effort.
“As we continue to broaden our lifestyle portfolio, we’re pleased to enter into a new footwear partnership,” Michael Buckley, CEO, said in the release, adding that the company looks forward “to being able to provide full head-to-toe looks to our consumers thanks to this unique category extension for the brand.”
Other companies in the Orly Corporation portfolio include Skechers, Nine West, French Connection and Lucky Brand Jeans, and the wholesale distribution firm specializes in footwear, socks and housewares in North America and the U.K., per the release. In addition, the release added that Orly has sourcing offices in China and an in-house design and sales team in New York.
"Partnering with True Religion marks a thrilling new chapter for us at Orly Corporation," Ruby Antebi, Orly’s head of strategy and business development, said in the release. “...This collaboration isn't just about creating products; it's about redefining what's possible in fashion, making elite style accessible to all."
Buckley, who was president of True Religion from 2006 to 2010, rejoined the brand as CEO in 2019, about a year before the company emerged from its second bankruptcy in 2020. Since returning, he’s been building an executive team to help True Religion build its digital and DTC foundation. Hirings include the 2022 appointment of Scott McCabe as senior vice president, ecommerce, and the appointment of Sandip Grewal to the joint position of chief financial and chief operating officer, also in 2022.
In August 2023, the denim brand received a new term loan and revolving credit facility, and while terms of the arrangement were not released, the company said at the time that the funds were earmarked toward refinancing existing debt, supporting ongoing working capital needs, and aiding in long-term growth plans.
