TLFI (True Love and False Idols) is a contemporary graduated streetwear brand with an eye on sophisticated design and a rebellious attitude complemented by a heavy undercurrent of levity. An artist created and owned brand inspired and driven by a growing collective of artists, musicians, and designers, it was started in LA by AWR/MSK/7th Letter alumnus Alex 2tone. The brand is influenced by his interests in film, design, music and Los Angeles st reet culture.