Emilee, island girl born+raised on the small Caribbean island, Barbados, started her dream brand fuelled by good coffee, the occasional rum punch + the need to find good fabrics that didn't irritate her skin and actually lasted after 3 washes...

making the move to London to open her first flagship store in BOXPARK Shoreditch, Emilee has grown TRU to launch capsule collections of luxe essentials made from responsibly sourced fabrics for both men and women. Now mainly sold online, keep a look out for new popup shops coming this year👀

shop online with worldwide shipping.

"I started TRU out of a passion/slight obsession for soft tees + premium denim. Having sensitive skin, I always struggle to find clothing that doesn't irritate my skin and also washes well (especially in our 'hard' water in Barbados) so using responsibly sourced fabrics was a key factor for me. I wanted TRU to be effortless in style, accessible in price and luxe in feel.

I knew from a young age I'd end up working in fashion retail, I also knew I would be the owner of the shop, I just never thought it would be my own brand, but, life's all about surprises right?

I get so many questions about the name, TRU; well.... the name was conceived after a few glasses of white wine around a patio table with some inspiring girlfriends of mine. TRU is a symbolic name, with my last name being Troulan and the fact that I am forever saying 'oh yeah, truuu'

I hope you love the brand as much as I do!

love always,

em. x "