True Religion names Tina Blake head of women’s design and brand image

By

Jennifer Braun

Published
Nov 10, 2022

American denim and sportswear brand True Religion announced on Wednesday the appointment of Tina Blake as senior vice president, women’s design and brand image. 

In this new role, which is key to True Religion’s expanded women’s merchandise strategy, Blake will oversee all women’s product and brand image and work closely with creative director Zihaad Wells. The company said she will also lead women’s initiatives and create a consistent brand identity across all aspects of the women’s business.

“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, whom Blake will report to.  

“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 joins True Religion from Techstyle Fashion Group where she was vice president, design and operations for global fashion brands. Blake 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. 

“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.”

Looking ahead, the company aims to relaunch True Religion’s core denim collection for women to offer a more robust assortment of styles across a wider range of washes, silhouettes, and plus sizes.

Most recently, it also launched a collaboration with American singer, rapper, songwriter, and actress Dreezy, as part of its ongoing strategy to collaborate with female artists and influencers.