True Religion appoints Tina Blake SVP of Women’s Design and Brand Image

American denim label True Religion has appointed Tina Blake to lead the women’s growth strategy, aiming to drive new customer acquisition.

Blake will work closely with the nostalgia-invoking brand’s creative Director Zihaad Wells on various projects. She will create a consistent brand identity across all women’s business, from marketing and social media to e-commerce and brick-and-mortar retail stores.

CEO Michael Buckley, who Blake will report to, commented: “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.

“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.”

Her first order of business will be to relaunch True Religion’s Core Denim collection for women, offering a larger assortment of styles across a wider range of washes, silhouettes, and inclusive sizes. Blake also plans to continue collaborations with female artists and influencers, such as its recently launched partnership with American singer and actress Dreezy.

Tina Blake commented: “I’m thrilled to join True Religion at this extremely exciting moment in its history. 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.”

She previously held the title of Vice President of Design and Operations for Global Fashion Brands at Techstyle Fashion Group. Prior to this, she worked at Guess, Inc. for seven years, progressing from Senior Designer, Young Contemporary to Director of Design, Young Contemporary.