Introducing: UVU (Part 1)

A new technical outdoor-wear brand has emerged from the heart of the UK, and looks set to land itself at the top of the mountain. Introducing UVU…

When I was first introduced to UVU late last year, I didn’t really know what to expect. A lot of brands try and claim that they are the best of the best and that their product is better than anything ever made before, so you become numb to this concept almost instantly. However, while I was being talked through just a few of the technical fabrics and procedures that go into the UVU garments, it wasn’t long before I realised that this brand was the real deal. A simple “no expenses spared” approach to technical clothing, and the end result is more than impressive.

Entering into what they call the “ultra” market, a niche that tailors for the most extreme of extreme sports (some I never knew existed), UVU looks to match those extreme tendencies with extreme craftsmanship. Essentially a performance running brand, what sets UVU apart from the current running brands is exactly this “ultra” that they talk about. The fabrics used are condition tested in the Antarctic and the products are race tested in the North Pole. Something I was previously unaware of – there is a marathon in the North Pole, and this is one of the locations UVU product is tested. With some heavyweight design talent behind the brand, coming from some of Fashion’s true greats in regards to past experience, it’s no surprise that this stuff not only functions incredibly well but looks amazing at the same time. Sleek, stealthy and to-the-point design adds the final cherry on the top of a very technical cake.

As you can see from the images in this post, UVU like to test their product in the environments they were designed for; the Arctic, the dessert, the jungle, the mountains. It’s all pretty mind blowing if you ask me. The brand name is based on the idea that at these extremes of sports, the only true challenger you have is yourself; you v. you. This rather epic quote sums it up brilliantly:

“At the point where a runner finds it almost impossible to put one foot in front of another, everything that matters in his life will make sense.”

For a further, brief introduction to the brand from the brand, make sure you check out the video at the bottom of this post. Check out Introducing: UVU (Part 2) (our first ever 2 parter), where we take a look at some of the first product to be released by the brand.

Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.

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Comments

  • Fiona Warrender

    Where can I buy UVU clothing in the UK?