Founded in 2008, TRUE COMPANY had humble beginnings in Asbury Park in a space no bigger than a small bedroom.

The original founders met at a time when the stores were awash with mass-market apparel, printed overseas, and purposefully lacking any cultural significance. The founders met to discuss the idea of a clothing line that would be a reflection of the culture and lifestyle they all knew growing up in Jersey. They thought clothing, like art, should be a reflection of experience and environment - a statement about who you are and where you're from. So, with $800 in twenties and tens TRUE was born on July 4th, 2008.

 

"clothing, like art, should be a reflection of experience and environment - a statement about who you are, and where you're from."

 

Originally called True Jersey Supply Company, the unique and distinctly local designs were a success. Soon, the crew realized the need to move the printing operation out of the spare rooms and garages where they had been honing their craft for two years, and they moved the storefront along with the print lab to Belmar in 2009.

Today, TRUE is increasingly recognized in areas spanning far beyond the Jersey coastline, and continues to design products that are a real expression of the local culture and lifestyle where all of our roots are steadfastly anchored..

 

"Through thick and thin, love and hate, STAY TRUE."