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Before performance,
there is the body.
A new health-led standard in activewear.
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 created NURA to bring skincare philosophy to activewear. Drawing on my background in the beauty industry, I consider material compositions through the lens of skin and health impact, comfort, and the sensorial experience of wearing a garment. I wanted to rethink what we wear closest to the body during movement, minimize synthetics and maximize skin comfort and integrity. We develop clothing not only for performance, but how the pieces feel and interact with the skin. 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, inspired by Nordic wellbeing. We design luxurious activewear using fibres derived from natural raw materials and combine them with science, with a focus on material safety, certifications, and a reduced reliance on synthetic fibres. Each piece is developed with precision in fit, support, comfort, and a refined silhouette, alongside the sensorial experience of what you wear closest to your skin.
Built on principles of skin wellbeing, material transparency, and innovation, NURA™ offers an alternative to conventional activewear made of petrochemical-based fabrics. The result is high-performance activewear designed for movement while taking a more considered approach to microplastic exposure, skin comfort, and long-term wear.