Headquartered in Compton, California,
True Love & False Idols is a fresh new apparel company embracing a
philosophy both seductive and subversive: to do what we love in a
climate of lemmings, man-babies and pseudo heroes... to enjoy and
believe in what we're doing, take chances, have fun. An
artist-owned and design-driven collective, TL&FI brings uncommon
passion and daring to its work, creating men's tops that push beyond
anything seen before with innovative art, washes and embellishments.
Making its official bow this past February at MAGIC's Project Show
in Las Vegas, the brand has already been flying off the racks at the
best boutique and department stores in the U.S.
In addition to fully-lined,
outside-printed hoodies that have garnered the most attention to
date, True Love & False Idols launched with a broad line of
custom-body t-shirts, long-sleeves, polos, wovens, blazers and
jackets; more hoodies are expected by fall, with cashmere sweaters,
new long-sleeve tees and seasonal jackets (from hunting jackets to
parkas) expected for Holidays 2006. Using exclusively premium
cotton, fleece, cashmere and other high-grade fabrics, the brand is
further distinguished by a variety of artistic washes from Bad
Streak and Oil Stain to Acid and the jauntily named Yellowstone Park
Geyser wash as well as integrated applique, metal foils and other
Typically, our work is hand drawn and
tends toward a wild, stream-of-consciousness, overdesigned look,
says Alex 2Tone, the company's principal graphic designer, who
indicates that the first season of True Love & False Idols is built
around such themes as glittery idolatry, weaponry, redemption,
desire, and the love of good hard music. Its cursive-embellished
logo, flowing tropical scenes and psychedelic-flavored collages find
a complement in such fun and provocative designs as a flying
squirrel (Cocaine Breakfast, an intentional Gucci knockoff (You're
Only As Good As What You Steal).
True Love & False Idols extends its
creativity into subtle, watermark prints and flocked jackets with
colorful, custom-printed lining, allowing a bright palette to give
the brand its distinct upbeat sensibility, informed by the beach
culture of Southern California. Says Alex 2Tone, We're not so dark
and gloomy. We're more Miami Vice than Bride of Frankenstein.
Currently focusing on the men's market with plans to expand into
women's wear, the brand courts upscale, discriminating consumers
with its price point of $50-85 for tees, appx. $110 for wovens,
$200-275 for hoodies, and $300 for jackets.
From the start of the year, True Love &
False Idols has been available at Nordstrom department stores
nationwide and at such high-end regional boutiques as Kitson, Fred
Segal, M Fredric and The Lounge. The company is moving to export its
wares overseas as well, initially aiming for Canada, Japan,
Australia and Europe.
True Love & False Idols was born of a
collaboration between the two Alexes: Alex 2tone, UCLA film school
dropout, L.A. graffiti veteran, freelance designer and most recently
art director at Howe Denim, and one-time rival Alex Vaz, a recipient
of both business and fashion undergraduate degrees who met 2Tone
while a junior designer at Howe Denim. Both shared a love of Korean
barbeque, stolen music and inane humor, and from this partnership
sprang a desire to create a line of original apparel. Vaz, who
focuses on construction, producing and sourcing for the company,
wanted to name it True Love. 2Tone, the graphic designer, pushed for
False Idols, so the merged moniker represents a unity of both
Seen in the recent Jamie Foxx video,
Hey, DJ, Play Another Love Song, True Love & False Idols also
adorned the chest of Linkin Park rapper/keyboardist Mike Shinoda
during the 2006 Grammy Awards and that of Fort Minor and S.O.B.
rapper Ryu during an appearance on The Tonight Show with Jay Leno.
Look for it everywhere this Spring...
To learn more ...
Matt Meyerson Sr. V.P., Product Placement
9100 Wilshire Blvd. Sixth Floor, West Tower
Beverly Hills, CA 90212
(310) 550-7776 p
(310) 550-1701 f