Started in San Francisco in July 1996, True ventured to fill a void: No stores on Haight Street were selling hip hop gear. In those days, hip hop clothing was Wu Wear, Phat Farm, and a bunch of labels that you probably never heard of and aren’t around anymore.

More than ten years later True is still on Haight Street selling hip hop gear. As the times have changed, so has “hip hop” gear. The lines between hip hop, street, skate, punk are blurring. Currently, the cool guy movement is an example of that blurring.

True has always been a big believer in not stereotyping people and that carries over into how they merchandise their stores.

True Mens
1415 Haight Street
San Francisco, CA 94117
(415) 626-2882

True Womens
1427 Haight Street
San Francisco, CA 94117
(415) 626-2331

True Sole
1429 Haight Street
San Francisco, CA 94117
(415) 626-2600

True East
1335 S. Main Street
Walnut Creek, CA 94596
(925) 280-6747