Hi, I'm Alice.

Before anything else, I just want to say thank you.

Thank you for being curious about UREI. Thank you for clicking on this page. UREI cannot exist without you — your interest, your care, your presence here means everything.

I'm sharing my story below. If you have a few minutes, I'd be so grateful if you'd read it.

Again, thank you for your time.

With love and hope,
Alice

WHY WE EXIST

When I was 16, I discovered Zara. Fashion felt like freedom.

Then I saw a video that changed everything: the Rana Plaza factory collapse.

1,134 people died making clothes. Thousands more were injured.

I felt deep sorrow — and a responsibility I couldn't shake.

For years, I didn't know what to do with that feeling.

So I started learning. Researching. Trying to find a way to make even the smallest difference.

That's why UREI exists:

To make exploitation-free, earth-friendly fashion normal — one piece at a time.

To make the world even 0.01% better.

Starting with scrunchies.

Growing from there.

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THE NAME

UREI (憂い) means sorrow in Japanese.

Read backwards, it becomes IERU (癒える) — healing.

The name reflects my journey: from the sorrow I felt watching Rana Plaza, to the healing I found through creation.

But it also holds another layer:

U (you) + RE (recycled, reborn, reimagined) + I (me)

You and I, connected through what we rescue and remake.

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One-of-a-kind

Each item is made from a single forgotten fabric, keeping its original fabric story intact. No two pieces are the same.

Made with mottainai spirit

Mottainai (もったいない) is a Japanese concept of respecting resources and regretting waste. It's the philosophy behind everything I create.

Wrapped thoughtfully

Recyclable, minimal packaging. Because sustainability shouldn't end at the product.

THE JOURNEY

I first designed UREI in 2023. I even created the logo.

But I never launched it.

I was terrified. What if no one buys? What if I fail? What if people judge me?

So I stopped before I began.

Two years passed. But the dream never left.

Recently, I asked myself: What do I truly want in life?

The answer was still the same: to create meaningful fashion that heals.

So I brought UREI back — not just for me this time, but for us.

This time, I'm building it in public. Sharing the struggles, the doubts, the small wins.

Because if even one person feels less alone in their journey toward conscious living, it's worth it.

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WHAT'S NEXT

Right now, UREI is just me, one vintage sewing machine, one overlock, and a growing stash of forgotten fabric.

I’m starting small with scrunchies — simple pieces made with care and intention. But this is only the beginning.

Every purchase supports:

  • Slow, ethical production
  • Forgotten materials given a second life
  • A 5% donation to Fashion Revolution

Thank you for being here. For caring. For choosing differently.

With love and hope,
Alice

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