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! read more

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! read more

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! read more

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. read more

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.... read more

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. read more

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 read more

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 :) read more

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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 read more

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 read more

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... read more

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...). read more

For God's sake! How many T-Shirts can I possibly buy? I used to really like this place. Maybe I'm too old now but every time I go in there I find nothing of interest. Just T-Shirts... over sized t-shirts... over sized T-Shirts of little to no social relevance. I don't know. Hip-Hop just seems so silly now. Like it's just a logo made for Japanese kids to buy when they visit. read more

one of my favorite shoe stores. i like to stop by here everytime im out on haight to see whats out, even if im not really looking for a particular shoe. the downside is that they dont carry SB's, and usually sell out of my size if I find a shoe I like. read more

Boutiques are always going to be more pricey. This one is no exception. I usually like going into consignment stores or shop online for my gear. Digital gravel, karmaloop and urban outfitter are other places that I look into before going to places like TRUE. However, some shirts I want, the online stores don't usually carry it or it's out of stock. I've been fortunate enough to cop those shirts (in my size, no less) at TRUE. I'm planning on going back to their shoe store because they have more of a selection than other spots. read more

********************* Update 6-12 Been here a couple times recently and the selection is starting to become less creative. Minus 1 star. ********************** I'm hesitant to share my favorite Bay Area t-shirt place with the world, but I will. The best t-shirts around... period! The T's are a mix of hip-hop, politics and consciousness...done with much style. My only complaint is that I have been a few times and not found anything I really liked. *There are 3 stores (men, women, shoe) all on the same block* read more

Same as what I said for the shoe store. It's alright, clothes are pretty pricey and their stuff isn't that great like it used to be when I first walked into this store. Some of the workers are not friendly either. read more

One of the "true" urban clothing shops in the city. Selling everything from New Era fitteds to Levi's slim straights to the freshest custom kicks and their knockout tees/hoodies. Customer Service could be worked on a little but they are nice ppl and knowledgeable on the brands and products. The hip-hop music is always bumping. Sets the mood of the store. Overall it's a great store. Everytime I head to the haight, I always make it a point to visit True. read more

Much like Villains, I always stop by TRUE on my Haight shopping tour. Albeit, though, the clothing is really fresh and contemporary, some if not most of the t-shirts are way too loud for me. Yet again, I suck at fashion, so maybe I should actually buy something loud next time. They do often have stuff you can only find online from stores on the east coast, so you know they know their stuff. They do often have sales, but for the stuff I've always wanted, I can never find it on sale there. Or if they are, they've been sold out, like the shoe sale on Black Friday! read more

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..... read more

As much as I love TRUE, I find that I can find the same stuff, online or directly from the clothing company for much, much cheaper. Still, I find myself in TRUE whenever I'm on Haight. I love going in there, whether its to browse, or buy something I saw before, or even to just hang out with the guys that work there, or looking through all the photos stapled to the ceiling. Always a good time at TRUE. read more

I really have a soft spot for True since they are one of the oldest Bay streetwear brands! Even though, I'm all in adult life now, complete with only limiting myself to shirts with words once or twice a month, I still make the space in my closet for a couple of these goodies! The True store on Haight is True's style, enticing and bold. Their shelves are always stocked and neatly taken care of. I haven't had any issues with customer service. I came to their Grand Re-Opening (like forever ago) and there was a worker there, literally, cleaning clothes as people were partying inside. Seriously? That is some dedication. It's so hard to find places that embrace old school hip hop nowadays (stores, clubs, or otherwise.) If you're reading this review from today, I'm really excited to try to get one of the I used to love H.E.R. shirts (Youngins nowadays don't even know what I mean...) Because of their up to 70% off weekend sale!!! Doooo ittt!!! read more

If you're looking for urban streetwear in San Francisco, this is the place to go. Located in the Haight, it's got a huge selection of shirts from all the good brands. Tons of Bay Area shirts to represent. (I picked up the Baron Davis dunking on AK47 shirt.) There's a small sale selection in the back, as well as TRUE's own clothing line. Their fitted caps are very slick in nice colors and patterns. As far as the staff, they weren't too bad. They may not ask if you need help, but they're not totally ignoring you. If you ask for additional sizes, they'll look it up, go to the back and all that, so they're at least helpful. And I had a good laugh with them because they were showing 'Total Recall' on the TV there, so they're at least friendly. Didn't get the chance to check out their shoe store, but I'd imagine it's pretty good. read more

I really like their sneaker selection. It's pretty diverse, and they have lots of the latest styles. Most of the shoes are priced well, and they always have a great selection on sale. The clothing store next door also has a wide variety of awesome styles. Shirts are from a wide range of cool designers, and they always have new stuff coming in. read more

This spot is pretty dope ( TRUE for men and women ) now they have combined into one store....go check em out now! they have $10-$15 for the women... LIKES: -LOVE the music they play -organized -clean tees, can't find anywhere else usually -clean collection of hats -good selections on mixes DISLIKES: -a bit pricey -wish they had more locations in the bay -customer service could be better BUT its a pretty dope shop all in all...go check it out! read more

I like this store. They have a few really cool designs on their shirts. The place is relatively small, so choices are somewhat limited as to what you can find. Also, I got a plaid button up shirt from True that started off as a Large size, and then shrunk down to something like a small/medium. This was partly my fault. I should have not left my shirt in the dryer for the full cycle, however, I had dried it 4 times before and it was just fine so I still don't know what really happened. I digress. The people inside the store are helpful if you have any questions. The owner's a nice guy too, and has been at the register the few times I've been here. They have good Graphic Tee's so I say, stick with their short sleeves and ask about washing instructions for their button ups before you buy one you like. read more

True that! This store is a good place to purchase your "urban" wear. And a must visit for sneakerheads and hypebeasts. They carry a selection of urban clothing (shirts, jeans, jackets, hoodies, accesories) and shoes: Upper Playground, Nike, Asics, Creative Reqs, New Eras, Lrg, Triumvir, HellzBellz, and much more brands. It is nice they have a womans and mens store. Prices are like any other urban boutique...roughly $25-30 a shirt. The stores are nicely set up, and always clean. The service is only mediocre, and most of the time you find yourself asking for help as opposed to being offered a friendly "can I help you." Sometimes I don't even get a hello, but regardless I like going there to satisfy my shopping needs. I usually find what I want. read more

This is a nice store to visit if you're in the area. I mean, why not? You're not just going to be at the Haight and pass up a store like this... I'd usually go on a weekday to avoid the crowds. Parking is better then as well. They have a pretty good selection. Sometimes, you'll come across "gems" there, for example, I came across a pair of Baby Nike Dunk "Rayguns" there. I'm one of those people who walk in a store and pretty much does a quick scan. If something doesn't catch my eye within 3 minutes, I usually just leave. It's definitely worth it to pop in and see what they have. read more

Once I noticed the Alice Hook Ups shirt i was sold on the store!...Was in early Mon afternoon & the gorgeous girl that was cashier took this from a 4 to 5 star There is no wrong when it comes to sick t shirts & beautiful ladies in one spot! read more

Just like the shoe store, the clothing selection here is amazing. I want to say that the tees are a bit pricey($25-40), but the selection is amazing. Some of the more popular brands: 10 Deep, Crooks, Undefeated, Alife, G-Shocks, etc. Their hat selection of 59Fifty fitteds are large as well. Overall, I'm liking the vibe of the place, great music, brands, and choices! read more

I you are on Haight and Ashbury, this is the fashion spot. You will find all the fresh trends around. They always have local designers too! Fun little store! read more

I'm definitely an avid supporter of local businesses and TRUE is always a MUST visit for me when in the Haight for any reason. I'm not gonna lie though I have one serious gripe about this place particularly when the two shops were consolidated due to the fires a few months back: the service still stinks more often than it impresses. ( I seriously had to delete a large portion of my original review because I went on an intense rant but truth is I'll let them sort it out. If service sucks-it sucks, and I'll take TRUE Sole for what it is- one of the better resources for exclusive lace-ups around.) Beyond that, they usually have the nifty accessories and baby J's that get my attention every time. And TRUEly the 3 stars is for the selection of newer kicks, tees, and fitteds they have on hand on a given day. Pretty lame that I'll have to reconsider a re-write if they ever get on the ball and put service as a priority. MAJOR UPSIDE! They sometimes have kicks before official release dates, so sneaker heads rejoice! read more

Many thanks True + Dario I had a few very small issues with a t-shirt I was expecting to come from their Walnut Creek location and to make it all right in the end Dario the manager went above and beyond to make me happy. Their customer service is amazing and I love their selection of harder to find sneakers. I will certain shop there again while recommending it to my friends. Thanks again Dario :) read more

I must say this. When you shop in any street wear store, you will get people always asking you the SAME questions, asking you for the SAME hook up, etc. So, I can see why people lose a bit of their tenacity to graciously greet every customer. Also, this is a touristy spot so you have to be ready for traffic of people walking in and out. I don't know, I just come in with that expectation. Little to none, and it helps my experience. I actually love the customer service here, I have even given hugs out of happiness! Hahah, the shoe selection is what I come here for. There are always a variety of goods and I know that they always have a pretty decent selection of unisex sneakers. I definitely have to stop by when I'm on Haight. Great job, True. Truuuuuuu. read more

I got so tired of the Macy's selection of sweatshirts that I decided to head to the Haight. I wasn't exactly thrilled with the lack of selection, but I found what I was looking for. I've been buying the Russel Athletic/Nike?Champion sweatshirts for so long that it took all of my will power to drop $54 on a hoodie. I like the style of the store, they have a cool selection of gear but I just can't see myself coming back all that often. read more

I've passed by this store and checked out the selection over the years, but never actually bought anything. That changed the other day. The employees come off as smug over here, but I had no problems asking them to grab a pair of Air Force Ones I had my eye on and bought. I'm sure I could probably drain my savings account at this place if they had a larger selection. I don't like everything they have on display, but they usually have a pair or 2 that catch my eye over here every time I drop by. read more

Everytime I'm in SF, I always make it a point to stop in at True. It's a MUST. I've been coming here since like... I dunno? 1995? I remember driving up to Frisco in my first car and going to Haight Street with my friends on the weekends, when I still lived in the Bay Area. True has been holding it down for San Francisco since day one, and always comes with the fresh gear - whether it be jackets, fresh original T-shirts, hats, beanies, denim, mix CDs, and even shoes (don't forget to stop in at the True shoe store next door, and the Ladies True for you fly females out there). Some of the Tshirts can be a little pricy, but whatever. You get what you pay for. Personally, I love getting mix CDs here... and I always usually come up on finding dope button up shirts and/or cool hats here. So next month, when I return to the bay, you can be damn sure I'm making a stop here at True. It's been one of my favorite Bay Area gear spots for a minute. read more

True is the Joint. The Spot. The Inside Line. The Hook Up. You go here to get your fly gear, see what's poppin' and if you're like me, to admire the artwork you too can wear on your person. Yes, I truly do believe it's artwork, and I know there are some very talented people out there that you won't find at Macys or god help you, Target. Tippy tip: I once read somewhere that the staff is not friendly or can be stand-offish. Nay, I say. Every time I go in here, the folks here are very mellow and I have never had a problem with any of them. Say what's up, get the 411 on what's hot, but don't think that they're hatin' on you. Much love to my folks at True, and if you're lucky enough to hit the sale, you have struck gold, my friend. Celebrate at People's Cafe with a sammich you rock star you. read more

Hipsters and Hip Hoppers, you guys looking for where to shop for shoes and clothes? ....True is your answer. This place has the coolest shoes and hippest clothes. I got my favorite slip-ons here at True. The Z-Boy Bellagios are my favorite shoes in the world. read more

I agree with some of the previous reviews, the staff is a bit snobby. That's if you can even spot out who works there! Only one you can spot out is the t-shirt Terminator, that will kill you if you pick up a t-shirt and not buy it. But they do have some very dope and unique T-Shirts and Hats for a pretty penny! Overall it is a good store, they can make a hell of a lot more money if they hook up the big men by adding a few X's to some of their styles. Their 2XL is more like a XL. And maybe teach their staff to say Hi to their customers ever so often. read more