Narendra Kumar launches new fashion brand, ‘Ura Street’ targeting Gen Z consumers

29 October 2024, Mumbai

In collaboration with Puneet Bajaj, CEO, Shakti Brandz, fashion designer Narendra Kumar has introduced a new fashion brand titled, Ura Street.

Targeted toward Gen-Z and late millennials, Ura Street offers a wide range of apparel and accessories, including jeans, cargo pants, joggers, jackets, sweatshirts, t-shirts, skirts, caps, and vests. Inspired by the 'Urahara' streetwear movement that began in Tokyo’s Harajuku district in the 1980s, the brand reflects a dynamic, modern style.

Kumar, Co-founder and Creative Director of the brand, says, the launch marks the introduction of four distinct ranges that resonate with the unique identities of Gen-Z. Be it the ambitious Doer, a creative Dreamer, a rebellious spirit, or an activist fighting for change, the brand offers something to suit its customers’ personality and lifestyle.”

The brand aims to revolutionise urban life by building vibrant, inclusive spaces that merge innovation and accessibility, adds Bajaj.

Starting at Rs 1,899 (around $22), Ura Street will soon make its collections available on the brand’s website and on major marketplaces like Myntra, Ajio, and Amazon.

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