True

Bought some AJs here for a great price. The staff were lovely and so helpful. Bought a style you can’t get in UK and I’m really pleased with them

Amazing shoe selection and great employees that will help you find ur favorite shoe

they’re all super helpful. great spot with an amazing selection. plus they actually had my size which was nice.

The amount of class , variety and true great salesmen of the store should be studied , walked in looking for a sweatshirt and walked out feeling like I found my store . Great advice from everyone , def will be back soon

If you like street fashion style, you should definitely visit this store. People in this shop is very friendly and easy to talk to! Ask for the size of your favorite t-shirt and shoes!

Great service and shoe selection. Visiting from Florida and the shopping experience was nice. The guy styled my cousin perfectly. Will definitely be back.

One of the best retail store there is. Unique style of clothing and shoes. If you're looking for a brand that isn't mainstream then this is the place to go for it. I love their selection and their staff is dope.

Top spot for streetwear and limited edition kicks. Probably the best store in the city for this kind of thing. Brands include Nike, Stussy and Obey, as well as their own gear. Excellent music too - they gained an extra star for Jeru's Come Clean.

Sam took care of me while I was looking for new shoes, he helped me find a nice pair and even had some fun facts about what inspired that specific shoe's release. There store has some good stuff and Sam is a professional.

I have been frequenting Haight Street San Francisco for years now. I visited Melrose in LA and I visited Soho New York and you know I like this kind of shopping for urban adventure hipsters. This location is closing and they said they have a closing sale. I decided to look at the rack and zeroed in on a Herschel jacket that was white and pink and around $50. I like my jackets. I know I am my FATHER'S daughter, so maybe he'll let this slide(Dad DDS). True is now "True Sole" 3 doors down the street and they sell shoes, hats, jackets, and t-shirts. This location had been open for maybe 20 years and well I have been in town for almost that long...who am I kidding? True DAT

TRUth be told, the True Rose Dad Hat was the agenda for Wednesday's Cityscape. That's a voluntary Dad cap purchase too, I don't even care if its on its way out; but then again everyone's (re)trying to make Rose Gold happen for Fall so whaddayou know... but it fit really well and it's been curving my itch to get a Third Season tattoo for 2017. If you had brought me here 10 years ago I would've been in Streetwear Heaven as with The Hundreds on Post. It's a local brand, it fXes with that good 'ol Giants/Warriors colorway and '96 establishment but I don't really roll showy all that often anymore. Respect to the shop for living the brand though. Occasionally I'll find a print of their block-TRUE T's that I like and I can never have too many Black & Orange caps and stickers. Cool with the help!

I first stepped foot inside the True store wayyy back in 2002, when my homies were talking about this really popular "True Sale" that was gonna take place. The line outside was about 3 blocks long, and I don't know how the hell I remember this, but I bought a bunch of Triple 5 Soul gear, lmao! Fast forward all these years, and True remains a dope brand and store! True really captures that SF Bay flava, with clean graphics and witty verbiage on their designs. My personal style has changed several times over these years, but I can still never go wrong with a T-shirt with that classic True block logo! Whenever I'm in the area, I definitely try to visit this shop. I'm not sure if it's still there today, but back in the day I would also hit up the second True store out there in Walnut Creek. But for the most part, I make my True purchases these days from their website. Various local urban clothing brands have come and gone throughout the years, but there's something about True, man! You have a loyal customer in me from back in the day to years to come!

The new remodel and move next to the Cookies Retail store is so nice! This is the only place I get my sneakers low key to high key! Yes the cat is out of the bag True Sole has been my secrete spot to get my fly sneakers. They always have the dopest jeans, jackets, and hats that will match the latest sneaker drops. Thank you for being TRUE to the culture!!!

Walk into the store with every employee sitting down and the owner sitting on the counter. Asked a question about some shoes and was met with so much attitude from a room full of men. I have never seen that much estrogen in one place. The owner needs to do better thinking he can allow his employees to conduct themselves the way they do. I was in so much disbelief all I can do is laugh in their faces. My sister couldnt believe I didn't let anyone have it before I left. But I honestly don't have the energy. Hopefully the business sales reflect their nasty attitudes. Poorly !

A San Francisco institution... True was the place to get city-centric tees, streetwear before it was a word and mix tapes. I love their shirts. I have dozens. Whether the t-shirt graphics pay homage to San Francisco, the Bay Area or hip hop... True sold it and was ahead of the game. I will always love this store. They used to have a separate space for sneakers a few doors down but now it's just 1 consolidated store for adults, kids and shoes. Service has always been friendly and helpful. They have always been willing to look for sizes in the stockroom as not all sizes are represented out on the sales floor. That is always appreciated even in a small space like that of True. I've never had any complaints on that end. I went to True on my recent trip back to the city. The staff was super nice & accommodating. Although they didnt have the size I needed in the True tees I was looking for, they checked a few times in the stockroom for me to make sure. That goes a long way as far as customer service goes. I've also purchased many tees off their website. They have many clever graphics and wearing True, I always feel I'm representing San Francisco even though I'm not there. Thanks True... See you on the next.

Maybe it's because I'm not sure what the hype is about this store, but I found my experience just ok. The people where nice, but it's a little too expensive for my liking considering they only offer a specific genre of clothes. I'm not into name brand things which maybe why I was shocked that a baby onesie cost $18. I only bought it because my friend like the store and would appreciate the gift, but for me, I'll pass...but like I said I'm not into name brands. If you are, then I'd check this place out. They have lots of tees that rep cali or the bay if that's your thing. They sell men, women, and children's clothes. Also sell shoes, hats, hoodies, socks, etc. it is unique in the sense that you wont find these at Macy's, so that's a plus.

Dropped in on a random morning and they had a huge selections of retro Jordans and dunks. Picked up a new dunk release in my size. The staff at true were super nice and helpful. They will definitely get my business again!

Still coming in here gears later. They do a fantastic job of keeping the staple stuff while also sprinkling in more modern stuff to stay relevant. For example, "dad hats" are hella the thing right now, so they're fully stocked with a variety. Keep up the good work!

Has shoes on display for sale but won't sell them to me. Some of the employees here are extremely rude and unfriendly.

This store isn't my style. I don't have "swag" nor am I a "fuccboi" that needs to represent "Cali". I could also care less about "rare" Nikes. (team reebok classic!) The store probably has nice things for someone so I won't fault it for not being my style. This past weekend, I popped in while on Haight (I NEVER come to Haight) and noticed a fernet shirt. For anyone who knows me, I LOVE my fernet. In fact, its even listed under my "current crush" here on yelp! It had a nice frisco spin to it and set me back just under $30; a little pricy for a tee but it was a must. The three stars instead of more? The non-existence customer service. It wasn't bad.... There just was none. I did about 3 laps around the store in 10 minutes and was never given a hello nor acknowledged ..... and the store was dead. There were about 3 guys standing around; Two on the floor (one on their phone) and one behind the counter hanging out. The only interaction I got was when I was paying, which was nice but minimal at best. Scanning over the reviews, all negative reviews are due to lack of service. This alone could turn this whole brand around (especially when almost everything you sell can be found online).

This establishment is Always Supporting the community the owner goes out of his way to help you find exactly what you are looking for. The store is very neat and staff is always welcoming and ready to assist in any way they can I do suggest going in and browsing around they have many different options and styles to choose from. After visiting True you wouldn't wanna spend your money anywhere else.

This is the kind of place for those thinking they are "too cool for the mainstream," yet not realizing that their whole anti-pop culture schtick in of itself has become a bad cliche. No, sporting a $40 t-shirt with someone else's name on it does NOT automatically show that you are stylish or creative. I have never understood the allure of "designer" t-shirts. Shelling out exorbitant prices for what amounts to material worth no more than your garden variety Hanes Beefy T does not sound like a great return on investment to me. If you truly want to be unique, how about penning up your own design, and taking it down to Shirtique for silk screening? Or better yet, airbrushing your own? Those are the individuals who I deem to have their own flair and style. Everyone else is just Fake.

Awesome designs and t-shirts and gear. Old school shoes (Nikes,etc.) and lots of hip SF Giants shirts and SF shirts. Helpful service that chatted it up with us. The shirts were a bit expensive though but worth it....especially the funny SF Giants gear! I will wear them with pride in LA!!!

This store use to be dope with cool t-shirts and other hip hop gear. Nowadays, their selection is a bit commercial. And if you look at the quality/style of their shirts - it's been downgraded. The cut isn't right in Men shirts. You can find the same type of clothing at karmaloop.com. Overall, it's overpriced and over-rated. Might as well go to Urban Outfitters.

IT'S TRUE...I love this store! Combined with HUF, this place is the ultimate when I'm in need of restocking the wardrobe arsenal. Carrying the latest from brandz like 10 Deep, Crooks, Artful Dodger, Triumvir, etc...the list goes on & on...Gotta love it! Whether you wanna sport the latest & greatest in streetwear or you just wanna pose like youre the Fresh Prince of SF...TRUE has got your back. Most of the staff there are super kool as well...especially Hiro! Keep your eyes open for their periodic sales when they slash prices like krazy. Take a look at the sad, sad clothes in your closet & you'll realize itz time to stop faking the funk...go checkity-check TRUE b4 you wreckity-wreck yo' self...

A solid meh. The good: design, selection The bad: price, fabric Come on, man. 30 bucks for a fancy Gildan t-shirt? 90 for a hoodie? I understand sf is an expensive city, but way to miss the mark. I was super excited (see yelp handle) to see the style and True logo, but that was lost as soon as I touched the first overpriced t-shirt. Step your game up, y'all. The brand has promise, but for now, it's a hard pass.

When a shop screams 50-70% off select goods and one of their sale items include a shirt with an enlarged print of a spoon and fork, then you know you gotta peep this joint. I mean, what Filipino doesn't like showing their pride in the form of clothing they can wear with dignity? THE DIGS: At first glance, I would have never really guessed this joint specialized in shoes (with the exception of the obvious reference in the name) because of the major apparel sale they had going on. It was cramped and stuffed with clothes, shoes and accessories that were either displayed along the wooden panel walls or spilling out of plastic bins. It was chaotic, but sometimes chaotic can be good. In this case, the chaos played well in my favor. THE THREADS: I decided to scoop my pops a shirt with good ol' Manny Pacquiao standing in K.O. position with the quote "It's nothing personal, I'm just doing my job," and a spoon and fork shirt for myself. I have no idea why it appealed to me so much. I now know they are known for their sneaker selections but when you're walking into a sea of scattered clothing all over the place, it's uncertain as to what their overall theme was for the joint. What I can say is that their clothing was hilarious and I wish I had more time to dig through the bins. I assume this place is a Haight St. institution, hence the overwhelming crowd of people digging through clothing on a Wednesday afternoon but If I ever get another opportunity to stop by again, I'll be sure to peruse the shop a bit more. Who knows, maybe I just might cop some sneaks? But in the mean time, I'll stay San Diego chillin' in my spoon and fork shirt until my return.

4 solid stars for this spot reppin the bay area When in the bay area, Haight and Ashbury will probably be one of your spots to visit, definitely a spot you want to take a look at, there are two stores one that offers shoes the other that offers clothing, in the background they usually are playing some local artist or mix made by someone local, they got that hip hop vibe down, prices here are a lil high but shirts they offer you will not see anywhere else offered. they have there own true brand and they have some other shirts of things that make statements of SF haha staff is friendly definitely one of the spots you want to visit when in the bay area. price $$ service **** ambiance **** beats in the background, clothing line exceptional, neat and clean, definitely a spot you want to check out

Been going here for years (the old location 1415) was the spot for hip hop/urban wear/streetwear. They had the it brands way before they popped off in mainstream chain stores and general masses radar. If memory serves me right, they had a sneaker store/women's clothing next door to 1415 for a few years in mid 00s - mid 2010s. Changing times for retail business, now they've downsized moved down the block next to Cookies store as True Sole - a sneaker/clothing store where the bulk of their clothing stock is online order. Love that they've always have SF, Bay Area, CA related gear represented.

This is a SF original. If you love SF, the Bay, hip hop or CA you gotta come to this shop to pick up some gear that reps your steez. Always cool, always on point. It's street wear so think mainly tshirts, tanks, and some other brands, but at least they now have a lot of ladies gear and kids/baby stuff now. Sometimes they have sample sales and seasonal clearances do you can catch done deep discounts so that's always good coz otherwise $25 a tshirt hurts! But then again you can't put a price on your state of mind.....

One of the few Nike urban accounts in the Bay for the exclusive kicks you won't find at the bigger chains ie. Foot Locker and Champs. Got an exclusive New Era Warriors City Hat made with a denim-like blue with the "True Logo" stitched on the back. I was told that New Era made a mistake and they can't put their logo on any NBA Hardwood Classics going forward. $45 is pricey for a lid but hey its exclusive, but since I only had $40 in cash on me. Michael took care of me and said "SEND IT IN, I gotcha covered bruh".

I love TRUE. It's a great store that carries clothing that is hard to find. Why the 2 stars? The customer service sucks. I walked in and there was a Filipino guy (I don't know his name, all I know he was wearing a hat and had a goatee) just sitting at the counter that wasn't greeting anyone. My girlfriend asked him a question and he had a piss poor attitude and it seemed like he didn't want to be there. To make things look even worse he boldly told one of the girls that was in the store working to go over to the other TRUE store next door. The way he told her was demanding like a father telling his kids to do their homework before he takes his belt off and starts whooping them. A little powertrip over his employees maybe? This guy shouldn't be the model employee of the store. With other stores in the area TRUE can't afford to have service like this. TRUE is TRUE but that guy working the counter is FALSE. We will be visitors again someday when he's gone or not working. I feel bad patronizing a store that has no customer service or respect for their own people. Sorry.

I love second hand stores, so rarely buy new clothes on Haight Street - but True is one of the few exceptions. Their women' s selection, right next door to the guy's clothes and shoe portion of the store- rocks. They stock great original girl's T-shirts, Triple 5 Soul, and clothes that understand women's curves. I wish they had more sales, because alot of their adorable hoodies and shirts can be a little pricey but you can bet that they'll cling to your figure in all the best spots and you'll receive a multitude of compliments. They also carry NOPAL clothes and other socially aware shirts. A month or two ago, I was excited to see that they'd even resurrected overalls in a light denim....now there's a fashion trend if I ever saw one. Bring on the overalls!

A word to the wise: don't go into True if you can't hang with some major attitude. Fucking UGH. I live in the neighborhood and have been going to this store for years--been in there a few dozen times and only ONCE have I ever been acknowledged pre-checkout. Even at checkout, it's all I can do to get a response to my "how's it going." Dear True workers: you may be too cool for school, but YOU WORK IN RETAIL! YOU ARE NOT BETTER THAN ME! Also, let's not forget that customers' dollars are what keeps the store open and, thus, you in a job. (Note: I have no problems with retail workers in general...I know plenty that are excellent at what they do and actually make me want to spend more money than I intended. That's some talent right there.) All that being said, they have some excellent men's T-shirts here. Bit pricey, but appropriate for gifts. I still go in here a couple times a year to get cool shirts for the BF and the brother. I've also found some unique stuff in the women's store from time to time.

I love the way the Bay likes to represent Hiphop. Especially more underground than the mainstream stuff. This store reminds me a lot like Workmens. They offer some special/limited edition stuff and labels that haven't hit the trends, so you won't see a douche sporting this stuff. Even though I'm from L.A. and like the hiphop that's produced in my own backyard, I have to say, I like the styles of the shirts they had here. It was nothing but NorxCal pride and I can't hate. They're representing to the fullest. Hopefully SoxCal comes up with nice hiphop inspired clothing like this or I might have to actually rock these shirts. Did I just say that? :x

If you are into urban gear definitely stop by TRUE. They have a nice selection of tee's, jeans, and hoodies. They always have something new every time I'm in there. I bought a couple of 40 acres and mule production shirts that I still get compliments on. Next door is TRUE for women and next to them is their shoe store, that has the sickest shoes that I have ever seen! I have never seen so many colors. They have all kinds of styles to choose from. Everybody that works there are super chill and have lots of insight of what's going on. The clothes and shoes are a litte pricey, but in the end you are looking good, feeling good, and getting lots of compliments on how cool your style is, and who can put price on that.

I visited this store last week after I asked a friend where she got her cool 2-finger wood ring. I was confident that the reviews about their crappy customer service were incorrect. I couldn't have been more wrong. I walked in and said hello to a few of the workers while I was shopping. None of them said anything back, they just kept either 1) talking to each other or 2) staring at whatever it was they were staring at. However, the staff at the affiliated shoe store a few doors down the workers were super friendly, helpful and chatty. Now that we've gotten that over and done let's get to the clothes. I liked some of the kitchy San Francisco themed women's t-shirts made by local designers as well as some items from more nationally known brands. However not enough to actually buy anything. As you can see from the store's success it isn't customer service that sells the clothes. Me personally -- I'll pass. Luckily enough their attitudes aren't indicative of other similarly styled clothing stores on the Haight. I advise any of you who like the clothes to 1) look at the tag; 2) google the brand name; 3) buy it from who made it and stop giving these clowns your money. PS -- buy the rings at http://www.goodwoodnyc.com

I stopped buying from this place quite some time ago. Most of the reason has to do with unreasonably priced t-shirts and the staff. The staff, simply, aren't all that friendly and seems to give attention to those that give the look, feel and air of "hip hop". At one point, B-boys and B-girls actually wore tapered jeans and rocked some funky style that separated Hip Hop from other sub-cultures. Now, the women's wear is getting less and less fabric while the menswear is getting more and more (i.e, ridiculously baggy jeans and shirts). The name True alone doesn't make me feel like its all that True to any kind of hip hop mentality. Nowadays, Hip Hop seems more exclusive than inclusive and I don't feel like walking into a store to pay $26 for a rag called a t-shirt and a person who acts like they know Eric B., KRS One or Common personally. Sorry, folks, I'm just not having it... FYI: A lot of the stuff at True, you can find somewhere else if you don't mind doing a little searching...trust me!

I'd rather shop at Five and a Dime in downtown San Diego. They're much more friendly and make you feel more welcome. If the associate would acknowledge me while I looked at the glass case for ten minutes just waiting, then maybe they would have had a sale.

I wish I wore socks this day so I could try on shoes. Came out empty handed that day. Damn it on wearing flats. Definitely nice selection of kicks. Next time I'm going here... I'm wearing socks. And maybe, then maybe... I can come out with slammin' ass footwear =)

If you're into that hip-hop scene or really into urban fashion, then this place is definitely one of the spots you should hit up when you're in San Francisco. They carry a lot of local branded clothes, as well as others. Their selection is pretty good so if you're looking to get the newest, premiere released shoes, I'd definitely recommend to hit this place up. With that, I'm a fan of the store and the shirts and shoes that they carry. I'm not a fan, however, of the service that I experienced when I was in this store not too long ago. When I was being rung up, the guy just came off wrong. Guy was just chillin' and taking his sweet time, helping me after he finished up his conversation. For real though? I get it, the 'too cool' attitude is what it is, but there's a way to come at it right. And it was just all wrong. If I could divvy up the ratings, I would give four stars for their products, two stars for their service. Step your customer service skills up...and maybe next time I'll readjust my review but for now, it is what it is.

Customer service need to step up their game, cool folk, it's just I walk into the store, knowing what I want to buy, but nobody offered a hello or what can I help you with. And I done see 3 people but they were busy helping others, and I get that you're busy but some acknowledgment would be nice. Sted I be standing at the counter while I was able to listen to the entirety of Goldie by ASAP Rocky. I'm just stating the truth, but other than that, dope store.

Local San Francisco classic,always with the fly gear !!! A must for hats and t-shirts

Some good tees, some good kicks, way too expensive for a lot of first-timer production lines who are supposed to be on proving ground prices. Customer service...almost non-existent for a neighborhood store... 80% of stores on the Haight Ashbury are full of sh**...don't let the "realness" fool you. You think you're a model or something? It's funny cuz most of these people hate on Socal OC douchebags. How different is the ignorance level when you're out following trends and pop culture anyway? David Chapelle once had a skit, when keepin it real goes wrong. People here keep it way too real. Urban life is the only life, trends, and self-expression, and statements, and fighting the power, etc... That's all good, that's keeping it real, but fast forward three years, five years, ten years down the line...you still need to put food on the table right? you still need a roof over your head right? you're family needs you to help them out right? you still need to finish school and stop thinking selfishly about getting 150 dolla kicks and tees when you can't even afford it right? When keeping it real goes wrong..thnx

In a nutshell: I love their shirts. Each time I come to the Haight, this is the only block I bother to visit Why? Cause I'm a tee fiend, and both the girls and guys store satisfy my need. It's guaranteed that whatever shirts I end up buying, someone walking by me on the streets of SF will ask me where I got it. If you like humorous tees, Obama tees, old school hip hop tees, etc, TRUE's the place for you. Bonus points for having the same tee in a few different color combos to meet your matching needs! Customer service is hit or miss in the Haight, but I will say that the reps who work at the guys' TRUE are friendlier than their girl counterpart next door. Their clothes are decently priced, and I can't find anything to complain about for $30 bucks a pop. The tees are good quality, and I'd rather fork over $30 here than go to Abercrombie (puke) and spend the same amount on a shirt that says "Brunettes are smarter than blondes" or whatever. Also, if you're into the New Eras, TRUE has fitted SF and TRUE hats and colorways that you can't find elsewhere. It's a nice place to hit up if you need to find a hat that your boyfriend/guy friend doesn't have already. Tip: Don't forget to keep feeding the meter if you stay longer than you paid for...that little Filipino man from SFMTA has been walking around slapping cars with tickets lately!

I'm not a tee person but hubby is...that's his favorite outfit. I always tell him if you love tees, you need to get the cool tees... True fits the bill with the many original designs and some are indeed quite cool. It was fun to just browse, looking through the designs - chuckle at some, admiring others with their creativity. $26 a tee. They do have a very small sale section. Hubby ended up with a few pieces to take home - he was a happy camper.

More than five people in this shop starts to become a bit cramped. I do like their shirts, in fact I shelled out a pretty good amount of money on my last visit. The only thing that sucked was that some of the sizes that I wanted was sold out (I guess Large sizes sell out pretty quick?). I hated how I was being trailed by an associate to watch how I was dealing with the t shirts. As soon as I'd put a shirt down, there he'd go folding it up again.... I mean AS SOON AS I PUT IT DOWN. Calm down control freak!

So far the best place in SF that reminds me of the shops on MELROSE in LA. Funky Urban Tees! I'm a small guy so I stroll on two stores down to the TRUE ladies shop for some fits, but the mens TRUE has some super fresh fits as well. One thing that sucks about the HAIGHT area is PARKING!! Grrrrr...good luck!

So this weekend I really wanted to buy myself something nice and wanted to step my shoe game up. And its been a while since I bought a dope pair of sneakers. So I stop into True Saturday for a quickie since I was parked illegally parked. Shhhh you didn't read that. Of course since its Saturday its a little on the packed side and I had to navigate around a swarm of looky lues and maybe a few real buyers. I saw two shoes I wanted instantly a pair of high top Premium dunks that are brown or tan with a white sole and Nike something I liked them because of the greenish combo of colors, I saw one more pair I wanted to get but some kid was holdin on to the shoe like it was the last pair in the shop! I would have rocked those that night to a party I went to. they were a brown and magenta kind of color. But anyway the staff is still always helpful and will tell you about the great sales that come up so let me drop this on you: Starting Thursday ending Sunday I think True is having a SALE! So go check them out and get it while its hot! Even on now sale days they have a few good deals going and I wanna thank the fellas and the little lady that took care of me this Saturday! I'll see y'all again in a MINUTE!

Fresh colorful sneakers, mostly Nikes. This spot is far from a secret so the super-exclusives sell out quick. They play good beats and have decent sales on a semi-regular basis. Minor complaint is that they don't rotate the stock enough; sometimes I'll check in several times over the course of a couple months and they'll always have the same stuff. Sneakers are like bread, everyone wants to eat them and they get stale if they sit for too long. Also, Haight Street hip-hop hipsters are just as douchey as the fixed-gear skinny jeaners.

Lots of brands you can't find anywhere else in the City. Favorite, and almost exclusive, spot for Alphanumeric Clothing. Lots of cool shirts featuring their namesake. Staff is not much help. The last time here I could have sworn that the dude at the register was two drinks past drunk....

I love shopping in the Haight and its one of the reason's I'm super excited to move back to the Bay Area!! True is one of my favorite stores---you can always find cute stuff---some very trendy, others more cutting edge. I purge thru my closet all the time, and I just noticed I still have a lot of the clothes I bought from True over the years (yes, even my Enyce cropped hoodie that I love so much---its vintage! lol). One of my favorite hats is from True and whenever I use it, everyone asks me where I got it from--be jealous, they don't make it anymore ;p Love the layout and the down-to-earth people that work there, Love the location...Love the vibe....you will too :) Ben & Jerry's is close enough too--its a date in the Haight ;p

I love coming to the retail shop. They now combined True for men and women to one store. They carry the best clothing brands like Hellz, Obey, Crooks, etc. I usually come here for sales like back in 2008 they had a huge True sale and got a lot of shirts for $5-10 of Hellz and Upper Playground. The last sale i came here was last year for the Hellz Bellz sample sale. I seriously stocked on some hoodies and graphic tee's. Anyways, I just love coming here cause I could actually try on the clothes and don't have to pay for shipping than buying it online. Other than that, all the employees are very friendly, it's organized, and they have good taste in music :)

3.5 stars. I was drawn into this store because I saw a shirt that said "i hella (heart) SF" and I thought that was funny. But I realized everything was pricey as i went in. for example, that shirt was like $29 or something. HOWEVER, there's a sales section in the back, and there's not much to choose from, but a bunch of hella discounted jeans that look and were originally expensive. some are really funky some are not, i just chose the basic ones i wanted. Really expensive jeans for like 10-20 bucks, yeah! The staff was nice bc i took forever and brought in a bunch in the fitting room and they didn't give me any attitude. But overall, the other stuff isn't really my style. : T -janice

i usually go to TRUE for their shirts. From what i remember, i haven't bought anything else from here. I've gotten some gifts from here that were accessories and they're cool. i was reading some of the other reviews for this store and a lot of people mention how they didn't receive good customer service and they were never acknowledged... After reading those reviews, i realize that i don't remember ever being acknowledged before going up to pay either. The clothes sell themselves so i guess they feel they don't need to kiss ass to the customers. lol

This is that spot when u go to Haight Street. Like people been sayin, its a shoe head haven; both sole and men's clothing. True is full of character and it displays it not only through their clothing but through the employees that work there. a bunch of cool cats that are easy to talk to. Its where i go to pick up my shirts, and the TRUE Sales are awesome...but don't wait for them cause the shirts that they have during the season go quick! As for TRUE sole, go there, check it out...and if you wait in line, be patient! only downside is that there is not "numbering system" cause sometimes that place goes bonkers...hella folks cutting and what not. but thats the only downside for me...

I'll keep it short: oh boy who works there--Rommell? don't know if I'm spelling his name right--hooked me up with a discount on a fresh pair of Nike Court Forces cuz I was a few dollars short. I suppose it takes a sneakerhead to recognize another sneakerhead, and he didn't want me walking outta the store empty-handed. Or maybe he just recognized me, cuz earlier that same week I bought a pair of Js (I know, I'm addicted...).