About YURÈ

UK-born · going worldwide

Elevated basics. Made in colour.

YURÈ is a brand built on elevated basics, the pieces you actually live in, made better, and on bringing colour back to a world that's gone grey.

Made for every height

We cut our trousers and jeans long, with a 34–35" inseam, so one pair works for lots of girls. Taller girls finally get cute, different pieces that actually reach the ankle, and everyone else gets the stack.

How it started

We started with one product: our low-rise jeans. They sold out. We restocked. They sold out again. That's when we knew YURÈ was more than an idea.

Since then we've made bags (yes, the blue ostrich one you keep saving on Pinterest), shoes, matching sets, the Forest Set, shot in the Peak District, and now the Viola tracksuit, which took a year, a lot of failed samples and a lot of starting again to get right.

Girls 4 YURÈ

When we asked who wanted to be part of YURÈ, over 1,000 girls applied. That's what this brand is about: the girls. Every shoot, every drop and every idea is made with you in mind.

The YURÈ bus

Our conductor welcomed the girls on board, and the journey started in London. London was stop one. Where next? New York? Lagos? Copenhagen? Wherever it is, we're bringing you with us.

The artwork

Our YURÈ logo and the illustrations on our burger packaging were hand-drawn by American artist @giadeart. Go show them some love.

What we stand for

• Elevated basics: everyday pieces, done better
• Colour: it's a grey world, so we're not
• Every height: long inseams for tall girls, a stack for everyone else
• Small drops: limited runs, so you're not wearing what everyone else is
• Every girl: XXS to XL, and we're always listening

Come on this journey with us

Follow @yurehq and join the list for early access to every drop.

Shop the Viola set