Rebellious, intellectual, ironic, progressive, minimalist – these are just several adjectives that best describe creative aesthetics of 2RU2RA, a much-loved Lithuanian fashion brand with global ambition, 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. And 2RU2RA’s founders prove their perfect sense of humor far beyond as they consistently create easy-to-recognize styles, all 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, piercing and even anarchist symbolism – provocative, but very subtle at the same time.
Timeless designs, clean and simple shapes, capsule philosophy, lasting quality are all at the core of the brand’s DNR. They are a powerful alternative to fast fashion, its speeding trends and disappointing quality. 2RU2RA items are easy to style, mix and match and brand’s collections are visually consistent, but on top of that – these clothes are so comfortable, functional and universal it’s hard to fall out of love with them.
Modern and distinct, partly unisex, entirely created and produced in Lithuania, 2RU2RA styles are widely known in the Baltics and they are now getting their way into the wardrobes of rebellious intellectuals across the world, including rising attention from Western Europe, USA and Russia.
Classical silhouettes with modern-day twist and ever-present element of surprise – 2RU2RA is not to be confused with any other contemporary brand. It’s a growing tribe definitely worth joining!
Aprangos galerija (Vilnius, Kaunas, Klaipeda)
Baltas ir butikas (Klaipeda)