#FashionDope: Chicago-based Fashion Line TruLiesCo. Creates Custom Designs to Keep You Tru to Yourself March 17, 2014 In the past few years a lot of people have started their own fashion clothing line in Chicago. Out of all the up and coming underground fashion lines my favorite has to be TruLies Co., who pride themselves on believing that it is better to stay TRU to yourself than following the lie today’s society has set for you.