Our inspiration comes from the heart. Our purpose runs deeper than apparel. Our lifestyle represents more than just material things. We are the light that guides you on your journey to success. The main mission of our company is to kindle fires & spark ambitions that will keep you pushing past the obstacles. Musician, songwriter, & rapper, Brandon K. Howard, otherwise known as Always True, is the inspiration behind this brand. His legacy, philosophy, & lifestyle of constant persistence & good vibes are the backbone of every idea that flows through our minds. Always True Lifestyle means the word to us and we appreciate you for joining the movement. You are the reason we bust our ass to build this brand. We want to show you that it can be done, from the ground up. Thank you for your purchase and remember - Everyone gets knocked down, but it’s the brave ones that get back up & keep fighting.