Auralee

old American folk song, reflecting the brand's vision of clothes worn in the morning light. Collections are deeply inspired by daily life, weather, colors, and travel, with a unique emphasis on developing original fabrics from the best raw materials sourced globally, including cashmere from Mongolia and alpaca from Peru. Auralee is known for bridging fluid, ultra-wearable silhouettes with meticulously considered textiles and creative color palettes, emphasizing slow fashion and close relationships with producers to sustain an ecosystem of quality and care.

Philosophy

Auralee's philosophy centers on authenticity, clarity of design, calm elegance, and sensitive sophistication. The brand prioritizes comfort balanced with refined formality and timeless style over fleeting trends. Every collection begins with fabric development, emphasizing original textiles made from the highest quality raw materials. Auralee values close, respectful relationships with producers and suppliers, viewing the brand as part of a larger ecosystem that supports all contributors. The brand aims to create clothes that are extensions of the wearer, enabling personal style through elegant, effortless, and functional garments.

Sustainability

Approach: Auralee practices slow fashion with a strong emphasis on sustainability through meticulous fabric development and long-term relationships with producers and suppliers. The brand sources high-quality raw materials globally, such as baby cashmere from Inner Mongolia and alpaca from Peru, ensuring ethical and sustainable supply chains. Auralee views its work as supporting an ecosystem that sustains producers and materials, aiming for long-lasting, durable garments that reduce waste and promote responsible consumption.

Founders

Ryota Iwai, Background: Born in Kobe, Japan, Ryota Iwai studied at Tokyo's Bunka Fashion College. He worked in various Japanese apparel companies and gained early fashion experience working at a vintage store during high school. Influenced by minimalist designers like APC and Helmut Lang, he founded Auralee in 2015 initially as an in-house brand for textile maker Clip Clop before spinning it off as an independent company. Iwai is known for his meticulous fabric development process and a philosophy centered on slow fashion and everyday sophistication.

Background

Founded in 2015 in Tokyo by Ryota Iwai, Auralee emerged during a period dominated by logo-mania and loud fashion trends. Iwai sought to create a brand that offered quiet luxury and everyday sophistication, focusing on slow fashion principles. The brand quickly gained recognition for its material excellence and minimalist aesthetic, winning the Fashion Prize of Tokyo in 2018. Auralee has since showcased collections at Paris Fashion Week and is stocked globally in prestigious retailers. The brand is noted for its dedication to fabric innovation and sustainable production relationships.

History

Auralee started as an in-house brand for the textile maker Clip Clop in 2015 and later became an independent company. Ryota Iwai’s background includes working at a vintage store and studying at Bunka Fashion College, followed by experience in Japanese apparel companies. The brand gained early acclaim for its Fall/Winter 2015 collection featuring baby cashmere. Auralee won the Fashion Prize of Tokyo in 2018 and has since expanded its international presence, including participation in Paris Fashion Week and collaborations with brands like New Balance. Over a decade, Auralee has maintained a focus on slow fashion, fabric innovation, and timeless design.