True Religion Aims to Triple Online Revenues with the Help of New Ecommerce SVP

True Religion DTC Ecommerce Scott McCabe
Scott McCabe Photo courtesy of True Religion

True Religion plans to transform itself into a “digital-first DTC brand.” To lead the charge, the denim brand has hired ecommerce veteran Scott McCabe as its new SVP of Ecommerce.

An ecommerce veteran with 25 years of experience McCabe has held leadership roles at Banana Republic, GAP, Macy’s, and Tailored Brands.

“Scott’s incredible track record of growth, profitability and innovation will help propel True Religion’s rapidly expanding digital commerce business,” said Michael Buckley, CEO of True Religion in a statement. “His customer-first vision combined with broad expertise in performance marketing, customer acquisition and loyalty will be critical to True Religion’s goal of tripling online revenues and achieving 50% ecommerce sales penetration by 2025.”

Prior to joining True Religion, McCabe spent four years with Columbia Sportswear, during which time ecommerce business tripled. McCabe replaces Angela Clark, who is now heading digital transformation for Patagonia.


In 2002, True Religion launched as a premium-denim brand and over the course of its history the label has expanded to include sportswear and accessories. Heading in a more focused DTC direction is an opportunity for True Religion to overcome the financial bumps it’s experienced in the last five years, which saw the brand file for Chapter 11 bankruptcy twice.

“True Religion is at a very exciting moment in its almost 20-year history as ecommerce becomes an even more important channel for the consumer,” said McCabe in a statement. “I’m excited to join Michael and the rest of the team at True Religion to augment the incredible business transformation underway with expanded digital capabilities.”

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