Where Truth Meets Style
Alethea Hatch always had a natural eye for fashion. From lending pieces from her closet to curating full looks for friends, style has always been more than a passion—it’s been her personal way of helping people feel confident in their own skin.
“My name, Alethea, means ‘truth’ in Greek,” she shares. “And to me, style is about being true to yourself. Trends come and go, but personal style? That’s forever.”
With a background in retail, buying, and merchandising, Alethea decided to turn her love for fashion into something bigger. During the height of the pandemic, Truth and Style was born—first as an online shop and through local outdoor markets. What started as a creative outlet quickly grew into a brand now featured in six collective locations across Orange and Los Angeles counties, including Rustic & Modern Collective in Upland.
The Truth and Style Philosophy
Truth and Style is all about modern simplicity—a curated collection of timeless, comfortable, and affordable pieces designed for real women living real lives. Think effortless fashion for working moms, busy wives, and women on the go.
From daily wear to seasonal staples, the collection includes clothing, jewelry, hair accessories, hats, handbags, and trend-driven touches that elevate everyday outfits without the pressure of chasing fast fashion.
“What sets us apart is our simplicity,” Alethea says. “We’re not about the latest runway trend. We’re about clothes that make you feel good and look good—pieces you’ll reach for again and again.”
On Growth, Grit, and Staying True
When asked about challenges, Alethea doesn't sugarcoat it:
“Growth has been both the biggest challenge and the biggest blessing,” she says. “Expanding into new locations takes time, money, and a deep understanding of your customer. You can’t just stock the racks—you need to know the community you’re serving and still stay true to your brand.”
Despite the hustle, Alethea remains grounded. “I never planned to expand beyond one space. Now here we are with six locations and plans to relaunch our online shop so we can serve customers beyond Southern California.”
Advice for Fellow Dreamers
“The best advice I’ve ever gotten? From my husband—‘Don’t be afraid to fail. And keep growing.’ That’s stuck with me.”
Her advice for aspiring boutique owners:
Know your customer.
“It’s easy to buy what you love, but this is about what they love. Know who you’re speaking to. That’s how you build a brand that lasts.”
Want to see the collection in person? Visit Truth and Style inside Rustic & Modern Collective in Downtown Upland.
Follow along: @shoptruthandstyle