Nothing could be finer…

…than to be a 49er! Feeling good about your team right now San Francisco!?! Celebrate your pride with one of our 9ers themed t-shirts, available now in the on-line store and at our 2 locations. Click on the TEES below and go get you some!


New sh*t we like! | Rakim – Madiba


Rakim will forever be god (no one can say warfare as cool as this cat). Check his new joint he did in honor of Nelson Mandela. Ill beat with Rakim’s flawless delivery and story telling rhyme schemes breaking down one of the most significant political figures and societal heroes of our times. Peace! RIP Nelson Mandela

Rakim – Madiba

Throwback Thursday video | Jern Eye feat. Zion I & DJ Platurn — Click

Taking it back 7 years on this one, with TRUE fam and MC extraordinaire Jern Eye and his classic joint Click, that featured Zumbi from Zion I co-spitting and the Bay Area legend Joe Quixx on the beat. Clocking in at a cool 45 thousand views, this video never gets old. John Mazyck, who now boasts a current position handling video content for none other than Snoop Dogg, directed this classic piece of Bay Area Hip-Hop history. Enjoy!

Jern Eye feat. Zion I & DJ Platurn — Click

Check out more from Jern Eye right HERE, still killin’ mics wherever he lands.


Mixtape Monday | DJ Steve1der X Quibranza Dimaporo – True Clerks Vol. 2

clerks 2 cover

Clerks was a classic series of DJ mixes put out by TRUE throughout the years that comprised of a DJ pairing up with a store employee — for this particular one (the 2nd in the series), employee Quibranza Dimaporo chose the songs while none other than the legendary DJ Steve1der pieced the mix together.

DJ Steve 1der X Quibranza Dimaporo — True Clerks Vol. 2 by True Clothing on Mixcloud

The result was always a solid reflection of what TRUE stood for musically, and that was ingenuity and unique approaches to the sounds behind the brand.

Free download available on Mixcrate HERE — enjoy!

clerks 2 tracklist

New sh*t we like! | ASAP MOB – Trillmatic

We’re not just a buncha jaded old dudes over at TRUE. Although we’re keen on that old school, some dope new sh*t pops up on occasion that we’re really diggin’, like this new ASAP MOB joint featuring Method Man. Check the video and support this young movement…


And just in case you were wondering, they sample this track for the beat…

Throwback Thursday video: Lakim Shabazz — No Justice No Peace

In celebration of our new holiday line “NO PEACE”, we’re taking it back to a classic Lakim Shabazz track from 1990 (yes, few of you were even born yet). Check out what us old timers used to listen to during the Golden Era of Hip-Hop music…

Lakim Shabazz – No Justice No Peace

Check for the “NO PEACE” holiday line in both the San Francisco and Walnut Creek stores throughout the holidays. Peace!