Mumbai, October, 2024: Renowned fashion designer Narendra Kumar, along with Puneet Bajaj, CEO of Shakti Brandz Pvt. Ltd., are thrilled to introduce URA STREET, a new fashion label set to make its mark in India. Targeting the nation’s Gen-Z and late-millennial audience, URA STREET embodies the spirit of contemporary youth culture.
The brand draws inspiration from the ‘URAHARA’ streetwear movement, which emerged in Tokyo’s Harajuku district in the early ’80s. Known for its vibrant street art and bold youth fashion, this movement combined American rock and hip-hop influences, shaping many now-iconic streetwear labels.
URA STREET unites four distinctive sub-brands, each designed for a different mindset: ‘Doers’, ‘Dreamers’, ‘Rebels’, and ‘Nerds’. Together, they create a space where individuality thrives.
URA STREET’s Sub-Brands Include:
- VARSITY OF NOWHERE (VON): A dynamic, varsity-inspired collection featuring bold fonts and striking primary colours, VON is all about capturing the energy of the ‘Doers’ through playful and athletic styles.
- KOOL BEANS: Infused with the spirit of retro West Coast skate culture, KOOL BEANS delivers oversized, relaxed outfits with a nostalgic edge. Designed for the ‘Dreamers’, it channels the easy-going vibes of skater life and the freedom of open spaces.
- UNCOVER: Raw and daring, UNCOVER takes cues from anime, manga, and grunge, with a touch of dark humour. This sub-brand resonates with the ‘Rebels’, appealing to those who embrace unconventional and bold self-expression.
- HUMNADE: For the ‘Nerds’ who are passionate about saving the planet, HUMNADE focuses on sustainable fashion made from recycled materials. Its bohemian-chic style merges fashion with eco-consciousness, offering choices that are as mindful as they are stylish.
URA STREET’s collections feature a wide range of items, including jeans, cargo pants, joggers, jackets, sweatshirts, t-shirts, skirts, and accessories like caps and vests. These pieces bring a fresh spin to everyday essentials, adding a distinctive touch that elevates the cool factor.
Speaking about the launch of URA STREET, Co-Founder & Creative Director, Narendra Kumar, says, “URA STREET is the newest destination at the heart of streetwear culture, where we celebrate and embrace the unique style and spirit of Gen-Z. With this launch, we proudly welcome four cutting-edge brands, each curated to resonate with and empower the distinct identities of Gen-Z’s tribes. Whether you’re an ambitious Doer striving to achieve your goals, a visionary Dreamer pursuing creative aspirations, a fearless Rebel challenging the status quo, or a passionate Activist fighting for change, URA STREET has something that speaks directly to your individuality and lifestyle.”
Adds URA STREET’s other Co-Founder, Puneet Bajaj, “Revolutionizing the way we experience urban life, one community at a time. I am deeply committed to shaping dynamic, inclusive spaces where innovation seamlessly blends with accessibility, ensuring that city living becomes more vibrant, fulfilling, and enjoyable for everyone. At URA STREET, we’re not just building places; we’re creating thriving hubs that bring people together to connect, grow, and inspire each other. Together, let’s reimagine what the future of urban living can be and make it a reality. Join me on this journey to transform city life for the better.”
Positioned as a hub for streetwear culture, URA STREET is more than a fashion label; it’s a movement and a community that champions empowerment. With pieces that embody the boldness of street culture and the diverse influences of global youth, the brand reflects the unpredictability of thrift aesthetics and the daring spirit of the underground.
URA STREET sees fashion as more than just apparel — it’s a means of self-expression, a catalyst for social change, and a bridge for building community. The brand’s design philosophy combines retro elements with modern streetwear, resulting in a distinctive blend of styles. From the spirited vibe of skate culture to varsity flair, manga-inspired grunge, and boho sustainability, URA STREET captures the eclectic tastes of today’s generation.
The brand’s ethos revolves around the idea that fashion should make you feel as good as you look. Embracing the ‘dopamine dressing’ trend, URA STREET encourages its community to choose outfits that inspire confidence, joy, and excitement. The brand aims to transform backstreet style into mainstream fashion, championing individuality, sustainability, and Gen-Z’s creative freedom.