Moments that

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In 2009, after not finding in the Colombian market an offer that catered to her preference and way of dressing, Daniela decided to start customizing her own clothes, starting with hand-painted t-shirts that she sold to her closest friends. What at first started as a hobby to have an economic income to finance her university studies, soon became a more solid entrepreneurial idea thanks to the first boom of social media, where Daniela began to distribute more of her pieces, mainly through Facebook.

The second key moment to set True on the path to what it is today came when Daniela was joined by her brother Pablo, currently her only business partner and administrative director of the brand, to structure their ideas with a business focus. This is how in 2017 and after many challenges, difficulties and stumbles, TRUE was born, a company based in Medellin as its headquarters that to date employs 65 people and has 4 physical stores in Colombia plus an e-commerce that operates globally.