Local project. Roots. Simplicity. Essentials. Information

Urzeală is a local project, in the shape of a clothing brand, developed on sustainable principles and inspired by folkloric elements. Urzeală is a new clothing concept having its basis on the street culture and sportswear chic fashion as a support for translating Romanian cultural elements. Urzeala started in 2013 out of love for our grandparents and out of the desire to keep them with us forever, if not otherwise, at least through these fragile #TREADSOFFOLKLORE. Urzeala connects generations through threads of folklore and continues to remind Romanian stories and legends. Urzeala items are everyday clothes, made of natural materials, in small local workshops. Urzeala falls into the category of projects with durable, long-term vision and ethics. What does #RESTARTFOLKLORE mean? The purpose of #Urzeala project is to reevaluate, translate and bring up to the new generations attention current cultural identity elements, design elements, meanings, reporting to things and goods (opposed to the accelerate consumerism), awareness of the importance of supporting the local economy (versus fast fashion). Urzeala means comfortable clothes, made of natural materials, made in Romania, by original patterns, in limited edition, in local workshops. The whole #URZEALA project comes from the desire to carry on our stories and identity landmarks as we have felt them, and bring up to public attention that we have beautiful stories that can stay close to hearts for many more generations from now on. #westayhome Oana Ivan - Founder