ASUR was born to stand for clever, refined, and charismatic women that know the value of the hidden beauty “je ne sais quoi” of their authentic selves. They find confidence in natural beauty and thrive in a context of change, where their unconventional personalities perceive freedom as a reflection of the wildness of the world in which they grow, keeping them away from predetermined patterns or trends. We know the strength of a non-spoken language such as a fashion piece can unleash, so we aim to be a wearable tool for all women to leave a bold and clear statement on who they are and what they believe. ASUR is not just another brand, it is a lifestyle community of women that recognize that consciousness is the only way to create the right fit for them and the planet.