Ura Street: Bold Global Vibes to Empower Youth. Get the scoop!

Ura Street finds its roots in the Ura-Harajuku Movement of the early 90s, sparked by disquiet with Harajuku's overly cute and insular fashion scene. "Ura" in Japanese means hidden or backside, so Ura-Hara is a street behind the original Harajuku Street where the revolution happened.

Positioned as the hidden counterpart to Harajuku, Ura-Hara became the breeding ground for a fashion revolution. Revolutionary designers infused American streetwear with a Japanese twist, offering a relaxed, rebellious, and individualistic alternative. Ura Street fostered a community where individuals weren't just consumers but active creators of their own unique styles, encouraging DIY united by their passion for streetwear and individuality.

Ura Street is thus born from the same desire to empower youth by expressing their “self” through fashion with a theatrical twist, highlighting major global influences like hybrid skater, bohemian touch, and offbeat styling.

We proudly offer a diverse range of sub-brands, each inspired by unique personas catering to distinct styles.

• VON (Varsity of Nowhere): Our varsity collection embodies the independence of youth and the spirit of being part of a team.

• Kool Beans: Bringing the laid-back, free-spirited vibes of the West Coast skater culture.

• Uncover: Inspired by Japanese manga, this collection features bold, artistic designs that bring your favorite manga characters to life.

• Humnade: Our sustainable line, dedicated to eco-friendly fashion with a focus on ethical production and materials.

Find the perfect style that resonates with your personality implying a bold and expressive style that grabs attention and makes a statement. 

Ura street celebrates diversity, creativity, and self-expression among young people by offering fashion choices that reflect their uniqueness and global cultural influences. 

1. What is the inspiration behind Ura Street? Ura Street draws inspiration from the Ura-Harajuku Movement of the early 90s, which emerged as a reaction against Harajuku's overly cute fashion scene. It blends American streetwear with a Japanese twist, promoting individuality and DIY culture.

2. What makes Ura Street different from other fashion brands? Ura Street stands out by offering a diverse range of sub-brands inspired by unique personas and global influences. It emphasizes self-expression, creativity, and sustainability, catering to a wide array of styles and preferences.

3. What are the sub-brands under Ura Street and their styles? Ura Street features four main sub-brands:

• VON (Varsity of Nowhere): Embodies the rebellious spirit and independence of youth with a varsity vibe.
• Kool Beans: Captures the laid-back, free-spirited West Coast skater culture.
• Uncover: Inspired by Japanese manga, featuring bold and artistic designs.
• Humnade: Focuses on sustainable fashion with eco-friendly materials and ethical production.

4. How does Ura Street promote sustainability?

Ura Street's sub-brand Humnade is dedicated to eco-friendly fashion, using sustainable materials and ethical production practices. Additionally, initiatives like #NotOldYet encourage recycling old clothes, contributing to a greener planet.

5. Where can I purchase Ura Street products?

You can shop for Ura Street products on Mintobay.com.