tru. perfect basics

tru. perfect basics is an Istanbul-based clothing brand that specializes in “quality basics” founded in September 2009 by Aysu Akagunduz, who started her career in Finance, then followed her passion and switched to Fashion, worked as as a buyer; finally, created tru., bringing her love of minimal style and clean lines to life in simple designs.

The idea and motivation behind tru. is to create perfect day-to-night basic pieces using high quality fabrics & yarns, focusing on body proportions and measurements, maintaining an ethical production process with skilled craftsmanship, and offering competitive price points, believing that basics are not just modest wardrobe staples, but also are timeless high-fashion essentials both for women and men.

tru.’s perfect basics collection consists of t-shirts, sustainable Italian cashmere-merino yarn knitwear, sweatshirts, dresses, skirts, pants, and leggings, all made in Istanbul.

tru. offers two collections per year; up-to-date silhouettes, colors, yarns, new-developed fabrics added to the collection each season; however, 70-80% of the collection consists of signature styles & shapes that carry-over from seasons to seasons, making them available to be purchased throughout years, maintaining the same quality and fitting, knowing the importance of the core basics to one’s wardrobe. Because good basics never get out of style.

In Spring 2018, tru. introduced tru.mini - basics for cool kids - clothing line for 2-8 years old minis, with mommy & me and daddy & me pieces, embracing the whole family.

tru.’s 120 square metered flagship store is located in prestigious shore district, Bebek, Istanbul, Turkey, offering a slow-living conceptual shopping experience to all customers with a tru.blend coffee bar and a curated bookstore, where all #trulovers can shop, slow down and spend quality time.

In addition to its flagship store, tru.’s women's, men’s, and kids-wear lines are being sold at high-end department and concept.