‘Ur’ style, ‘ur’ fashion
These days, when comfort seems to be sacrificed more and more for fashion, it is always a welcome and much-coveted treasure to find clothes that are not only fashionable and stylish but comfortable and easy to wear as well. Does that sound too good to be true? Well, it’s not! Now, fashionistas can don clothes that not only make them look good but feel as light as air at the same time. I am, of course, talking about the sweet finds at U.R.U. Manila. I’m sure many of you have seen pieces from U.R.U. by now — those ubiquitous, cheeky, multi-colored flowing dresses with a plethora of prints can be seen on many of Manila’s most fashionable set and can be found at any of their shops in Tiendesitas and Greenhills Shopping Center as well as stores in beautiful Boracay, Davao, and Palawan. Indeed, U.R.U. has gained quite a loyal following of hip fashionable women who not only want to look good but feel good as well… myself included!
Though not originally starting out as a clothing store U.R.U. Manila is the brainchild of entrepreneur Ailene Co who began early in the business as a working student. She learned about marketing, selling, and meeting people in her early working days of supplying clothing to major labels in the country and, before long, this became second nature to her. So much so, that when she resigned in 2003 she decided to start her own business and conceptualize her own women’s line of apparel. She initially began manufacturing bags, shoes and accessories as she tested the market and started researching on the types of clothing needed by today’s woman. She found that women no longer want the stereotypical cookie-cutter dresses they wore before — they wanted choices. What’s more, comfort was important again, and women looked for clothes that not only looked great but felt great, too.
By 2006 Ailene had released her initial line of clothing for U.R.U. coming out with designs that were stylish, posh and very comfortable. Made from a variety of lightweight easy-to-wear materials such as rayon and cotton spandex, the clothes were so comfortable you almost felt like you were wearing nothing. At the same time the designs were versatile enough to go from the office straight to the party or from the mall to the club. Mini dresses, skirts, flowing shirts, and tops with multiple uses were just some of the signature pieces she produced and she took her products to several bazaars around the city to an overwhelming positive response.
The first few collections we came up with were an instant hit,” Ailene recounts with a smile. “Women were really happy that they could buy something that they could wear both to work and out with friends or even just to the movies. Not to mention, they really loved the fact that the clothes were so comfortable.” To be sure, it’s easy to see why Ailene so naturally produces such stylish and comfortable pieces, for she is the perfect example of the market of her store. U.R.U. Manila is the sartorial haven of the modern woman who does it all — the working yuppies, the hip moms, the students, the gimmick girls. They can all find something here!
“U.R.U. has definitely grown as a brand since our initial line came out. We still keep many of the favorite styles as well as the first-rate materials and quality craftsmanship but at the same we are elevating casual clothing to the next level,” she relates. “This means you can wear the designs to work, to dinners, to parties, or afternoons at the mall depending on your mood. The clothes are multi-functional.”
And the clothes aren’t the only ones evolving. Always believing in keeping up with the latest trends and styles, Ailene is currently enrolled at The Fashion Institute of the Philippines to keep herself abreast of the latest trends in the fashion industry. “It’s important for me to keep myself up-to-date with new developments and new trends in the industry so that I can continue to update and evolve our products at U.R.U. There are so many new ideas cropping up in fashion daily and I like to immerse myself in it all. After all, it’s good to have a broad spectrum when it comes to fashion because the women who wear U.R.U. are as broad and diverse in themselves as trends in the fashion world and I’d like to have clothes to cater to all of them.”
And, as I mentioned before, Ailene achieves this admirably as she fills her shelves with a diverse collection that caters to every woman’s needs at any time. I can attest to the versatility of her clothing, having sported my own U.R.U. mini-dresses to the mall, to lunch with friends and family, to a birthday dinner, and all the way to the club to watch my favorite bands and enjoy an evening out with friends. They are so light and flowing I could not be more comfortable; and to change their look I simply put on a light jacket, slip on a pair of heels, or don my favorite flip-flops.
Not to mention, unlike other clothing brands these days that carry that ominous “one size fits all” clothing tag, U.R.U. has thankfully thought to size its clothes, giving women the choice as to what size fits best. “It was important for us not to pigeonhole women into one size. In many Asian countries especially, a lot of clothes come in one-size-fits-all and that’s hardly ever the case. Women’s bodies are all different and we wanted to make sure we had something that would fit each one perfectly. After all, a big part of looking good is feeling good and your clothes should never be too tight or too loose as to make you uncomfortable. It shows. Likewise when you wear something you like that fits well you are more confident and comfortable and you look even better because of it.”
It isn’t hard to see why U.R.U. has become such a hit. Comfortable, classy, stylish clothes that are — get this — very affordable with prices ranging from P200 to P950, these multifunctional pieces are a solid fashion investment. The future looks bright indeed, and as Ailene releases more and more funky dressy collections she assures Manila’s fashion set that there will always be something to look forward to at U.R.U. “We are constantly coming up with new things. We have our signature dresses out in new styles, our funky bags and accessories, as well as the favorite magic wallet in our shops at the moment but these will constantly be updated with new looks and new styles,” she says happily. (I’m looking forward to super-cute hooded tees which are perfect for the rainy season and the chillier holiday months!)
U.R.U. truly lets you dictate your fashion and it’s all about giving you choices, classic pieces, and comfort all at the same time. With Ailene at the helm U.R.U. has got its own hip fashionista at its core and that’s what makes it so successful. After all, who better than a young stylish woman to know the modern day woman’s needs? It’s a perfect fit!
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You can check out U.R.U. Manila at Tiendesitas and Greenhills Shopping Center. They also have branches at Boracay and NCCC Malls in Davao and Palawan. You can also check out their website at uru2005.multiply.com or contact them through mobile numbers 0917-8807175 and 0922-5717393.
