Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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URU

URU is a Japanese fashion label characterized by its emphasis on pattern-making and textile innovation. The brand focuses on oversized silhouettes and fluid draping to create a contemporary, minimalist aesthetic. Its ethos centers on the 'new standard,' blending traditional craftsmanship with modern, relaxed proportions.

History

Founded in 2010 by designer Masaharu Terada, URU emerged after Terada’s tenure as a pattern maker for several prominent Japanese labels. Originally launched under the name Amaze, the brand rebranded to URU in 2011. It holds significance within the Tokyo fashion scene for prioritizing technical construction over overt branding. The label contributes to the global recognition of Japanese minimalism by refining classic garments through experimental proportions and high-quality material selection.
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