Streetwear Spotlight: True Love and False Idols (TLFI) + GIVEAWAY!


Four years in its existence, True Love and False Idols has been a hit among streetwear lovers, and when you see what they have in store, you’ll know why. TLFI is not just about fashion, it’s where art and music merge into fashionable wear. brings TLFI closer to you and here’s the chance to get to know the brand and what they offer for Spring 2011.

Introduce yourself and describe how your brand was started?
Bringing together LA culture and fashion, TLFI has been making its presence known in LA and beyond since 2006. The brand has set itself apart by dropping capsule collections throughout the year that feature distinct graphics, custom fits and hand drawn fonts.

Founded by lifelong graffiti and tattoo artist, Alex “2TONE” Erdmann, TLFI shows its love to the streets by working with the artists and musicians that inspire it. Past collaborations include projects with renowned tattoo artist and painter, Henry Lewis; graffiti artists, POSE MSK/7th letter; designer/artist Munk One; and underground hip hop act, The Get Busy Committee.

Describe this season’s theme for your line. Include any sources of inspiration (examples: 80’s punk, muses like Amber Rose, 70’s disco bands, Kanye, etc).
Key trends and colors for the collection Spring 2011 features more bright colors than previous seasons, including pastels, mints and salmon. The mock twist heather is new for Spring ’11, and the brand continues to utilize simple black and white tees in the collection.
Inspirations or behind the Spring 2011 collection include Alex 2 Tone, who is the soul of the brand – 2Tone gathers all commissioned artists and design content. For instance, the new Mahellno is a 2 Tone-specific design.
As for general trends, dip dye shirts are a popular design now – we have included button downs for Spring ’11.

Some collaborations to highlight for the season:
• Artist Series – These partnerships include some of the biggest names in the industry, including Henry Lewis and Ewok. Artist and music collaborations have been a key component of the TLFI brand since the brand’s inception.
• Get Busy Committee – The group’s tour shirt and influenced designs are featured in TLFI apparel for Spring 2011. 2Tone has also contributed lyrics to the group’s upcoming album.

Any product placements on celebs to keep an eye out for (examples: publicity photos, magazines, movies, music videos etc).
TLFI has been seen regularly on the Get Busy Committee and Cory Gunz. Oh, and Justin Beiber was even rocking the Team Reggie tee recently! Check out our Web site,, for videos and pics of all our friends sporting TLFI.

Justin Bieber rocked Team Reggie tee on his newest Proactiv campaign!

What has been a surprise fashion hit over the last year? (a particular piece, a look or even another brand)
From the last year, our top sellers have been Team Reggie I and II , I’ve updated our most popular Hollyhood styles. Hollyhood styles, especially Angel and Princess.  We’ve also seen a great response for Stag Party and Cobra Clutch for their unique designs.

What current fashion trend would you like to see thrown overboard?
We could do without the bedazzled t-shirt trend, but I suppose muscled guys in Vegas need something to wear. Also, what’s with all the gold on tees? Aren’t we supposed to be in a recession?

What is/was one of your most prized fashion pieces, past or present?
Our Team Reggie and Hollyhood designs have been our most consistent styles over the last few seasons. We’ve updated both designs for Spring 2011! Of course the beloved mascot Reggie continues to be our most prized asset.

TuPac or Biggie?
We’re all West Coast, so Tupac’s our man. But hey, we got love for Big Poppa, too.

Get your TLFI collection for a wide price range of $26 up to $140 over at their official website  If you’re a freebie chaser, look below!

True Love and False Idols GIVEAWAY!

TLFI is happy to give away 3 (three) t-shirts for 3 (three winners) and they are:

Team Reggie (red) – Retail Price $26
The iconic TLFI koala is back. Complete with a cartoon image of Reggie, the tee features TLFI logos on both back and front, along with the brand’s mantra, ‘In Love with a Lifestyle I Can’t Afford’

Standard (black) – Retail Price $26
The Standard tee is for those who want to represent the TLFI brand front and center. Make no mistake, TLFI is an apparel collection for guys and gals who are in love with a lifestyle they truly can’t afford.

Hollyhood (princess) – Retail Price $39
One of TLFI’s signature t-shirt designs, the Hollyhood series celebrates today’s most popular starlets as you’ve never seen. Designed by renown tattoo artist and painter Henry Lewis, Princess is Hollyhood at its finest. Collect them all!

Here’s how it works:
1. Every SoJones comment posted on this page from September 24th – October 8th, 2010 counts as a “lottery entry”. Also make sure when you comment, have a link to somewhere we can contact you (like your SoJones account, your facebook, etc.). It makes it easier to contact you if you win.

2. Drawing for THREE winners will be held on October 9th, 2010. Winners will be announced on this page and on the forums page (

Article Comments Lottery Rules
One item per winner
Previous winners must wait 30 days before entering this contest
Duplicate comments will not count, like posting “I love this forum” or “hi” 50 times.
Garbage or nonsensical comments will not count, like “awr#$ASFasdfkl”
Comments hating on other people will definitely NOT count.
U.S. residents only


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