Tru Story

Established in 1969, Tru was founded as one of America's first independent fragrance companies.

In the early days, founder Bernie Dworin, was a well known purveyor of men's goods, selling to main street retailers across America.

Bernie built the business from the dust, through hand-shake agreements and a sacred trust that each fragrance would be authentically crafted with a clear commitment to quality.

Over 5 decades later, Bernie’s vision of the company still holds true, as we work to instill his core commitments to quality, with a timeless blend of authentic western style.

Welcome to Tru Western.

Enjoy the Ride!