Bright colors, bold graphics and sparkling details fill the window display at True Fit located just steps from the Central Green Line stop at 335 N Central Ave.
The display highlights RoughPlay Clothing, a popular New York-based streetwear label, featuring a graphic T-shirt with studded diamonds, mannequins wearing a red graphic hat and jeans and an orange spider web design shirt decorated with studded diamonds.
Opened on May 16, True Fit is a new Austin clothing store specializing in streetwear and casual fashion. The store carries a range of popular brands and aims to provide customers with trendy styles while building connections in the local community
As manager, Akhtar Naushad is helping lead the store. Naushad discussed the business’s launch and his responsibilities in overseeing daily operations.
“We provide good customer service and a lot of people know me from Epic Style from across the street. I worked there for 24 years and now I’m here. It used to be JB’s back in 2003, but now it’s Epic Stylz,” Naushad said.
The store emphasizes customer service by creating a welcoming shopping experience and offering customers competitive deals. It carries a mix of popular brands, including Roots, Godspeed, Purple, Ksubi Jeans, Nike, Majestic and Essentials, while keeping up with current fashion trends. The store also plans to expand its inventory with new styles by purchasing additional merchandise at an upcoming fashion market in Las Vegas.
“At the grand opening, a lot of people came in to look around the store. We had a good response on the first day we opened,” Naushad said.
Naushad explained that some collections proved especially popular among shoppers. He added that younger customers tend to prefer trendier styles, while many shoppers ages 35 and older gravitate toward more classic, plain clothing.
“Next year, we’ll try to bring in more. I want to upgrade the store and add more products. Hopefully, that will bring in more business and encourage more customers to shop here,” Naushad said.
When asked why 335 N. Central Ave. was chosen as the store’s location, Naushad said the primary reason was the location itself.
“The main reason is that this street is very popular, and there are a lot of people in this area. The train station is right there, so people are constantly coming in and out. It’s a very busy street, and many people passing through the station can learn about the store. That’s why we decided to open here, especially with Shine King across the street bringing more people to the area,” Naushad said.
The store is using social media platforms such as TikTok and Facebook to increase awareness and encourage more customers to visit True Fit. The manager said the store creates videos and marketing content to showcase the business and attract new shoppers.
“The hip-hop collection is mostly popular among young people, including high school and college students. The younger generation likes this type of style, but customers up to 30 or 35 years old and older also enjoy these casual pieces. They prefer styles with fewer logos and graphics,” Naushad said.
Naushad emphasized that customers often come into the store looking for specific items and leave satisfied with their purchases. He added that it is rewarding to hear customers say the store made their day and that they found clothing they liked.