True Religion has taken another step in its digital growth plans by naming Andrew Rauch as Senior Vice President of Global Digital and Ecommerce. The Los Angeles denim and lifestyle brand says this leadership change is part of its push to build its direct-to-consumer business and accelerate online growth worldwide.
Rauch has over 20 years of experience in digital commerce, brand strategy, and e-commerce leadership. He will report to CEO Michael Buckley and focus on growing True Religion’s online presence and helping the company reach its long-term revenue goals.
Before joining True Religion, Rauch was the Global Vice President, Digital, at Foot Locker. He led digital strategy and managed e-commerce for Foot Locker, Kids Foot Locker, and Champs Sports. He was responsible for profit and loss for a digital business valued at over $1 billion.
Rauch held senior digital roles at PVH Corp. and Urban Outfitters, where he became known for growing e-commerce businesses and boosting customer engagement across platforms. His experience in fashion retail and digital change makes him a good fit for True Religion’s next stage of growth.
CEO Michael Buckley said the company sees big opportunities in the growing urban casual fashion market and expects e-commerce to be key to future growth. Buckley said the brand aims for its website to eventually bring in 40% to 50% of total revenue.
Rauch said he is excited to join the company and pointed to True Religion’s strong fashion identity. He said the brand’s authenticity, design reputation, and wide product range help it attract a fast-growing group of customers interested in urban casual style.
True Religion, founded in 2002, is known worldwide for its bold denim, Super T stitching, and celebrity following. The brand has stayed connected to music, sports, and streetwear culture. Now, it is expanding into sportswear, accessories, and lifestyle fashion for all ages.
Rauch’s appointment comes at a key moment for True Religion. Last year, the company sold a minority stake to Borletti Group to help with global growth, retail expansion, and digital development. True Religion has also raised its profile through celebrity partnerships, including campaigns with artists like Megan Thee Stallion.
With more fashion brands competing online, strong digital leadership is more important than ever. Shoppers now want smooth experiences across websites, apps, social media, and stores. By hiring an executive skilled in growing global e-commerce, True Religion is working to meet these needs and plan for long-term growth.
This latest move shows that digital retail is no longer just a side part of the fashion business. It is becoming the main focus.
