known for our luxe essentials that are made from responsibly sourced fabrics, each capsule collection is ethically produced in Colombia in small batches and they are made to last- being a slow fashion brand has been the main idea from the beginning.
inspired by the simplicity of island life, Emilee designs each capsule collection of staple fashion pieces that can be styled in so many different ways to create a timeless and classic wardrobe.
our community of #TRUPERS are amazing! we really see our customers as friends and we love and appreciate them- they live our brand motto, #TRUTOYOU meaning be TRU to who you are, unapologetically.
Emilee, island girl born+raised on the small Caribbean island of Barbados started her dream brand fuelled by good coffee and lots of cuddles from her fur-baby, Troy.
" 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 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!
em. x "
born on the peaceful shore of Barbados, a small island in the Caribbean, Emilee, a young island girl, born + raised, started her dream brand TRU.
her love for soft tees + premium denim struck the idea to create her own fashion label- not just any fashion label, but one with a purpose and ethos that would be appreciated by many around the world.
in 2017 Emilee launched TRU's first capsule collection of luxe tees in a boutique she owned in Barbados with another local designer. The response was overwhelming and she pursued to find a way to have TRU sold online with worldwide shipping-
in 2018 Emilee launched her online store which could ship worldwide from the UK and she also did her first International popup shop at TOPSHOP in London! The popup was a really big success which inspired her thought to move to London and find a location where she could open a TRU flagship store.
in 2019 Emilee made the move to the UK and travelled between London and Lancashire hosting popup shops in London and working on her online presence- after 2 successful popup shops at BOXPARK in Shoreditch, Emilee made the decision that she will find a way to make it happen!
2020 came along and took the world by surprise, spending most of the year in Barbados, as the world was on lockdown- the island fever was setting in and Emilee was feeling the need to get back to London to work on TRU and get back to creating- an opportunity arose and Emilee took a jump to go back to London and open her first flagship store at, you guessed it, BOXPARK Shoreditch!
after closing and re-opening due to the lockdowns, Emilee is so excited to re-open the TRU doors on April 12th 2021