A rebellious approach to peace

In 2018, rival gang members from the Bloods, Crips, and GD’s came together to build a sustainable impact company that brews great beer and fights to stop gun violence.

This might sound unrealistic, but at our company each of us knows the impact of gun violence- It’s a reality in our daily lives. We believe education and opportunity are the great equalizers and can unite even the most bitter of rivals.

We prove it everyday!

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The Why

On December 20th, 2016, a 16 year old boy was killed in a drive-by shooting. In broad day light, on Castle St. in our city. Someone thought it was OK to drive down a public road, wave a pistol out of a car window, and pull the trigger. This was the spark that caused active, rival gang members to come together and create TRU Colors. We don’t know “why?”, but we do know this-we’re doing what it takes for as long as it takes to Stop Gun Violence. 

The How

TRU Colors represents a different approach to addressing gang violence based on the creation of economic opportunity where very few options exist. We employ active gang members because we know that while gangs are certainly not perfect, there is strength, good and potential that exist in them. By having our employees remain in the gangs, we maintain the influence needed in our communities to have impact and decrease violence. 

“I feel like my life now is like a movie you always wanted to see.”

“It’s never just about you; it’s about bringing the guy up who’s right behind you.”

“TRU Colors is like walking into a box and finding a whole world inside.”

Our name is important. It’s what we believe in. TRU stands for:

TRUTH

Our word is our bond

RESPONSIBILITY

We handle our business

UNITY

We stand together

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