Progressive, minimalist, intellectual and witty – these are just several adjectives that best describe 2RU2RA, a much-loved Lithuanian fashion brand that was found in 2014. Brand’s name might sound like an attractive, yet meaningless combination of symbols, but it actually means ‘the most stupid of all the stupid’ in Lithuanian slang. Can it demonstrate its founders’ perfect sense of humor even more? Yes, it does so with minimalist though easy-to-recognize styles that are enhanced with witty details – anatomical and animalistic prints, huge stains of black paint, gigantic shoe laces piercing the clothes with no mercy, holes exposing the bare skin – all are hard to forget and easy to provoke a wide smile. Modern and distinct, 2RU2RA styles are widely known in the Baltics and Russia, and are now getting their way into the wardrobes of intellectual fashionistas across the world. Classical athletic leisure pieces with a reasonable portion of self-irony – 2RU2RA is not to be confused with any other contemporary brand.

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