About us
"I’m intense about these things "
I am Yura
By trade, I’m a material scientist. I quit my career in tech though, together with my PhD - but I didn’t stop reseach. I just moved it out of labs and calculations and into everyday life.
I’m obsessed with things that work well. Things that do their job without without being loud, things that feel good to use and quietly support you while you’re busy living, working, moving, doing. I care about the smallest, most minuscule details - because that’s usually where daily frustration lies. This project didn't start with fashion though. It started with a complaint
"It does not exist"
The Story
An ex-girlfriend of mine was looking for a bag she couldn’t buy - simply because it didn’t exist. Her problem was very specific. The solutions were to generic, too mass market friendly.
I loved the idea to be able to solve this very specific problem with a physical product, that would enhance one's daily life, tasks and rituals. Remove annoyance and friction and create joy and peace. My first bag was created.
"How things should work"
Alienation of design
The usual path for a clothing or design brand is to hand ideas to manufacturers. That makes sense - they have experience, infrastructure, and scale. But it also creates distance. The designer becomes detached from the object. The problem solver disappears from the process.
At the extreme end of today’s fast fashion world, design is reduced to a sketch, a file, sometimes an AI prompt. Everything that follows happens anonymously. Craft dissolves into supply chains. The people who actually make things become invisible. Often you don’t know who made an object, where it came from, or why it exists - only the brand name printed on top of it.
"I do everything myself"
One stop solution studio
I want to keep the connection. I want to stay close to the problem, the material and the making. Instead of sending off a sketch overseas and waiting for months for a prototype, I want to be able to do this here. Fast, reliable and nimble. I want to be able to go from sketch to prototype within a day. And if things don't work, iterate immediately.
"it fits perfectly"
Unique design solutions for conscious living
Right now, my solutions take the form of clothing and bags. But this is not about categories. It’s about situations. About removing friction. About making daily life feel more seamless, more intuitive, more calm.
Through physical objects, I want to connect people who share the same desire: a joyful, effortless daily experience - supported by things that are honest, thoughtful, and quietly reliable.
This is me inviting you into the process of field testing solutions to find the interactions with the world that matter.