Tell us about who you are and what you do?
My name is Emilee and I'm a 22-year-old island girl who was born and raised in Barbados. With an insane obsession for soft tees and good denim, I decided to create my dream brand, TRU, it's not very common to have a clothing brand in Barbados and it's even more uncommon to have an online store which ships Internationally, but here we are!
I didn't want to just be another young girl, starting a t-shirt brand, I wanted to have a strong brand story and purpose too. I wanted to take the simplicity of island living and make something with it that could be then worn in the city also. Having no educational background in fashion, only a passion for it, I can honestly say that I'm quite proud of how far I've come, and I intend to keep growing my experience and TRU with many new and exciting projects I have lined up.
In the company I wear many hats, I'm not only the founder but I'm the content creator, creative director, social media manager, head of PR & marketing, web developer and as you can imagine the list goes on. In the end, I'm the face behind TRU, when you see TRU, you see me, I live and breathe TRU - it's my passion and I enjoy what I do so much that I can't even see myself doing something else.
I'm sharing my passion with the world one design at a time ;)
Which song best sums up your brand?
Ouff! This is a tough one, but I think that it would have to be 'She Loves Control' by Camila Cabello.
Just because TRU holds a strong message, be TRUtoYOU - meaning, being you with no second-guessing, a TRUPER is a woman who is confident and who believes in herself. She knows she can do anything once she puts in the work. She wears what she wants, how she wants, she takes a simple tee and she makes it into an outfit that people can't help but compliment. I think that's another special quirk about TRU, is that I have never seen someone wear TRU the same way, TRU gives every client the ability to share their personal style and I think that's just pure magic.
What can we expect from your stay at BOXPARK?
Well, you're going to see a new brand with a unique story, that's for sure! It's not everyday you come across a brand from Barbados in London!
This new collection I really wanted to go out of my comfort zone, so I've given some new styles a swing and I'm excited to see the feedback from customers! TRU isn't just a luxe essentials brand, to me, the brand story is so important and I intend to share it with Shoreditch! How a young island girl has taken her passion and created something with it. The TRUtoYOU message being so strong and unforgettable is also another important factor that comes in to play. Really expressing your personal style, we make an essential go from a must-have to a go-to in every closet.
Also, TRU won't be coming alone! I've teamed up with a good friend who's also a Bajan designer, Samarah, she makes the most amazing jewelry out of porcelain. Her story is amazing too, coming from a family where both parents were artists, I won't give it all away now, come to the pop-up and see for yourself! Her accessories are the ultimate combo with your new TRU tee;)
Which piece from your current collection is your favourite?
This is super hard for me but I would have to say the collaboration tee that I did with an Israeli graffiti artist, Dan Groover - fashion meets art, with a message of course. We added a freehand barcode (that has a secret code in itself) to one of TRU's bestselling minimalist tees, the Rose Tee - creating the message 'Art You Branded?'. I am really excited for this collaboration and I think it will do super well. Very limited quantities are being made to keep our brand standard high and for our clients to know they are wearing something they can't find anywhere else.
What’s the best reason to come to Shoreditch for a shopping spree?
The awesome independent brands you find. You know that you're bound to find something unique and special.
What’s your top Shoreditch tip?
Come hungry! The food choices are overwhelming and honestly, I want to eat everything!
What does the future hold for your brand?
Designing collections where I can play and test my creativity. Collaborations being a huge aspect of the design process. I want to continue working with artists to create unique pieces. Coming together to not only design, but to tell a story as well. I will also be adding some personal touches to every design, but you'll have to stay tuned to know what I'm talking about!
You can also expect to see TRU do more pop up shops in places like London & Tel Aviv along with growing the brand on international marketplaces online in Europe.