Urī, established in 2019 seeks to be the go-to for everyday staples for women who love timeless clothing.
Urī was founded by Mrunalini Rao a graduate of NIFT and founder of the bridal couture label Mrunalini Rao. She started her eponymous label in 2014 after working with the biggest houses and after much success with the line, she debuted her prêt line Urī in 2020. Below is the story of Uri from inception to becoming a lifestyle brand.
“With Urī our intention is to usher in a new way of making clothes, all of our fabrics are ethically sourced, the materials we used for packaging are biodegradable and our mission has always been to empower the artisan and pay them their fair share.”
The inspiration is women of all ages enjoying handmade clothes and celebrating craftsmanship.
Urī in Sanskrit translates into ‘a promise’. Designed around conscious choices, this prêt line is tinged with the ethos of zero waste production, biodegradability, and ethical employment. I’ve designed this collection by thinking about muses of all ages – a mother, a grandmother and a grandchild can all feel the same way by resting the numbers that define their style. Timeless garments never age.
We would like Urī to be a lifestyle. Not just clothes but a way of living life. We would like people to associate with it as a name that is synonymous with living life the way they like it, just by being themselves. Not a brand of clothing but a wider range of products that help live that lifestyle.