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Before performance,
there is the body.
A new health-led standard in activewear.
SKIN FIRST
NATURAL-TECH
NORDIC WELLBEING
PHILOSOPHY
Most activewear is designed around the workout.
We design around the body that does it.
Movement is only one part of performance. The body experiences every hour before it, every minute during it, and everything that follows.
At NURA™, we approach activewear through a different lens. Inspired by the beauty industry's understanding that what touches the skin matters, we design garments around the body's comfort, wellbeing, and performance, not just the demands of exercise.
We combine natural-origin materials with advanced textile engineering to create fabrics and constructions that work in harmony with the body. Every decision, from fibre selection to garment construction, is made to support the way the body moves, regulates, and recovers.
Because before performance, there is the body.
A NEW STADARD IN ACTIVEWEAR
HEALTH-LED PERFORMANCE
NURA is introducing a new approach to activewear, health-led performance.
STORY
THE FOUNDER
From beauty to activewear
I grew up in Finland, running in nature and going to sauna. Wellbeing was a way of life, not a protocol. Movement and a close connection to nature have always been part of how I live.
I created NURA to bring that connection into activewear through a skin first approach. Drawing on my background in the beauty industry, I look at material compositions through the lens of skin and wellbeing, while considering the sensorial experience of wearing a garment.
I wanted to rethink what we wear closest to the body during movement: bringing natural-origin materials back into the performance wardrobe, minimizing synthetics and maximizing skin comfort and material integrity.
We develop clothing not only for how it performs, but for how it feels and interacts with the body. In the end, that elevates the whole performance experience.
- Jenni Toft, founder of NURA
WHAT TOUCHES YOUR BODY MATTERS
Early Access
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nura
Copenhagen, Denmark
NURA® is a health led activewear brand redefining performance apparel through a skin first approach, natural tech materials and Nordic wellbeing culture.
We create activewear using fibres derived from natural raw materials, developed through textile science and validated through testing and certifications. With a focus on material integrity and reduced reliance on synthetic fibres, each piece is developed with attention to fit, support, comfort and silhouette, as well as the sensorial experience of what you wear closest to your skin.
Built on principles of skin wellbeing, material transparency and innovation, NURA® offers a considered approach to performance apparel, designed for movement with attention to the body and the materials we wear against it.
SKINFLOW™ is NURA®'s exclusive material platform.