HOW IT BEGAN

It was that hot summer, in the region of Abruzzo, Italy, where I was idealizing and manufacturing my first bags. At an old production facility in the middle of nowhere, 5 workers, 20 cats, and the owner that had a DJ table in the middle of the shed. It was when Fabrizio, (a Leather goods genius without 2 fingers on his hand from an accident in the past) showed me an old, rusted shipping container in the yard outside the company. And I was like: hmmmm.....?????

IT JUST MAKES SENSE

A Shipping container is not an inspiration. It's the essence of the brand. This industrial object that was invented 1956 and hasn't been changed since then . What from distance resembles Lego blocks floating in the sea, is today the symbol of the global supply chain. Without it you probably wouldn't eat your banana in front of tv or have a call on your smartphone. It contains. It carries.The connection to Leather goods is just obvious. 

HOW TO MAKE THIS RIGID STEAL STRUCTURE BEAUTIFUL... 

A minimal versus maximal approach is the core of I U R I design aesthetic. The balance of clean lines and shapes, embellishment and playfulness of colors give a choice and impulse of self expression. I U R I re-imagines and transforms the utility of the shipping container into a moving design object with attitude and function. 

EEE. EXPLORE, EXPRESS, EXPERIENCE

IURi is for the joyful and positive, on the move moments. For Infinite curiosity and journeys to explore, express and experience. if I U R I was a city, it would be New York, I U R I's favorite place of imagination, dreams and most unpredictable ideas and surprises. In a word Freedom.

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