U-R-SO: Laconic swimwear from Kiev

IN RUBRIC "NEW MARK" we present young designers and tell them where and why to buy their things. Our heroes this week are Lana Barabanova, Alina Kozhukhar and Katya Kotvitskaya, who are responsible for the brand of minimalist swimsuits from Kiev.

Mono-brands - brands that are purposefully engaged in the manufacture of one category of things, whether they are jeans, shoes or caps - continue to show their worth in 2017. Those who invent them are often guided by a simple consideration: when you are focused on one thing, the product will be easier to bring to perfection. Ukraine knows at least two super successful examples: Vita Kin, whose embroidery costing about 2,000 euros at Matchesfashion is now being dismantled faster than Loewe bags, and Sleeper - pajamas and gowns made of cotton and silk that are sold all over the world, and recently appeared on Need Supply Co. Now one more brand has a chance of such success - a young brand U-R-SO is engaged in swimsuits and underwear.

For the brand, which was founded in spring 2016, three friends are responsible for sharing responsibilities (note to designers who decide to work with friends): Alina Kozhuhar is the main designer, Lana Barabanova is responsible for brand development, marketing and communications, and Katya Kotvitskaya works with clients and provides customer support. Nevertheless, they exchange ideas and, as they say, all important decisions are made together. The creators develop the design and remove experimental models, but the main production of swimsuits is outsourced to a specialized shop for the production of underwear and swimsuits in Kiev.

The implementation of ideas is, as always, the most difficult: "We can think of anything, just a million ideas, but when it comes to production, we need patience, perseverance and firmness to bring our ideas to the ideal result." The team does not want to compromise, so sometimes it is difficult to achieve the quality they need. Italian and French biflex materials are used for swimsuits, which are pre-tested before being put into production.

The idea of creating U-R-SO came to the girls not by chance: "We saw that there was simply nowhere to buy a cool swimsuit. Not a poisonous color, without a push-up, without rhinestones, logos and lush floral prints." In the end, they decided to make a brand of minimalist models with a good fit, which they and their demanding friends would want to wear. Interesting colors, thin straps, delicate locks, quality is what makes U-R-SO notable, and why it is sometimes better to buy one nice swimsuit instead of ten from a mass market. In the future, U-R-SO plan to develop a line of underwear and to complement the range of related products: beach and sports bags and accessories.

We are sure that every girl is special; we admire the diverse feminine beauty and create swimsuits that suit girls with very different types of shapes. U-R-SO swimwear is a minimum of detail, decor and extra lines. Our swimsuits are for outdoor activities, so we do not complicate them with unnecessary decorative elements and accessories. In each model, one expressive feature. For us, the priority is the quality of products. We do not save on materials and carefully monitor production. This approach affects the prices, but we try to keep them within the reasonable for a young brand.