Our hand-picked collection of ALL things we love about the West. In the end, if anything we post makes your journey a little bit richer, we did our job.Explore
FOUNDED IN 1969
Tru has been a trailblazer in the indie fragrance industry for over 50 years. Built upon a heritage of authenticity, we craft signature colognes and perfumes infused with the Tru essence of America.
Delicate and sophisticated, the Lace Collection is a suite of glamorous and confident fragrances, perfect for those looking for that final, finishing touch of style.
PBR: Professional Bull Riders Collection
The ultimate expression of strength and determination - the Professional Bull Riders fragrance collection. For the bold, the bad and the brave.
Southern Soul Collection
Warm and irresistibly charming , the Southern Soul collection lends itself to the gracious and graceful. Crafted with southern grown fruits, florals, the scents will transport you to a place of beauty and splendor.
Taking inspiration from the saloons of the frontier - these captivating fragrances blend the raw essences of sun-worn leathers with various hints of woods and aromatics.
Wild and Free Collection
Infused with the sensation of summer days and carefree nights, scents that do more than just smell amazing – they evoke the wild spirit within.