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Heritage
Established in 1969, Tru was built through handshake agreements and a sacred trust that each fragrance would be authentically crafted with a clear commitment to quality.
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Authenticity
Over 5 decades later, we continue to build upon our core commitment to high quality goods, while honoring a timeless blend of authentic western style.
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Pride
From the dirt of the arena to the farmlands that grow our country’s food, our fragrances are crafted for the people who work to keep the western spirit alive.
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