About us

Rebellious, intellectual, ironic, progressive, and minimalist – these are just a few adjectives that best describe the creative aesthetic of 2RU2RA, a much-loved Lithuanian fashion brand with global ambition, founded in 2014.

While the brand’s name might sound like an attractive yet meaningless combination of symbols, it actually translates to “the most stupid of all the stupid” in Lithuanian slang. The founders of 2RU2RA prove their sharp sense of humor, creating easily recognizable styles that are enhanced with witty details: anatomical and animalistic prints, bold black paint stains, gigantic shoelaces piercing the clothes without mercy, holes exposing bare skin, piercings, and even anarchist symbolism. Provocative, yet subtle at the same time. 

Timeless designs, clean lines, minimalist shapes, a capsule philosophy, and lasting quality lie at the core of the brand’s DNA. 2RU2RA offers a powerful alternative to fast fashion, its fleeting trends, and disappointing quality. The brand’s pieces are easy to style, mix, and match, and the collections remain visually consistent. On top of that, these clothes are incredibly comfortable, functional, and versatile—making it hard not to fall in love with them.

Modern and distinct, with a touch of unisex appeal, 2RU2RA styles are entirely created and produced in Lithuania. Widely known in the Baltics, they are now gaining attention from rebellious intellectuals around the world, including in Western Europe and the USA.

With classic silhouettes given a modern twist and an ever-present element of surprise, 2RU2RA stands apart from other contemporary brands. It’s a growing tribe that is definitely worth joining!