Established in 1969, Tru was built 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, we continue to build upon our core commitment to high quality goods, while honoring a timeless blend of authentic western style. 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. New design - same loved fragrance. Fiercely sensual, an alluring blend of sparkling cassis, velvet plum and warm vanilla leave a lasting impression. Dare to be boldly you.