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 15 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.
1415 Haight Street
San Francisco, CA 94117
(415) 626-2882
1427 Haight Street
San Francisco, CA 94117
(415) 626-2331
1429 Haight Street
San Francisco, CA 94117
(415) 626-2600
1335 S. Main Street
Walnut Creek, CA 94596
(925) 280-6747
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