Like Deckers did with the Ugg, True Religion has struck gold with a fad. Founded in 2002, the company, whose True Religion Brand Jeans sometimes bear price tags of more than $350 and are carried on the racks at Nordstrom and Bergdorf Goodman, has quickly gained market share in the already competitive realm of luxury blue jeans. The much larger competitor Levi Strauss posted $4.1 billion in revenue in 2009, a 7% decrease from the previous year, while True Religion's revenues increased 15% to $311 million.
High profit margins combined with celebrity appeal -- they've been spotted on boldfaced behinds belonging to the likes of Beyonce, Lindsay Lohan, and Jessica Simpson -- have helped the company open 85 True Religion retail stores in the U.S, Japan, and London. But will the popularity streak continue? Check back here in 2011.
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