True, the Colombian urban fashion label, opens its first store in Cali, with a store of approximately 80sq m at street level in Ciudad Jardín, one of the most prestigious and commercial neighbourhoods in the town.
With the new opening, True adds three physical stores in Colombia: one in Medellín, one in Bogotá and one in Cali. In addition, it has an online store and service through digital channels. On Instagram, the brand has more than 470,000 followers and its garments are sent to all corners of Colombia.
The brand that stands as the benchmark for urban fashion in Colombia has presented multiple collaborations and alliances in recent years, such as its collection for the Day of Love and Friendship with the Mercedes Salazar jewellery store, its launch with the Chilean giant Falabella at the country and its great presentation in the 2022 edition of Colombiamoda , with the first parade on a street in Medellín.
Founded in early 2018 and headquartered in Medellín, True was one of the revelation brands of 2020 by exquisitely interpreting the needs of the market and the demand for fashion essentials in the activewear and athleisure categories, with complete sets of sweatshirts, jackets, t-shirts, crop tops, biker shorts and other accessories, regardless of gender.
