The Story.Supra Endura is a women’s wear collection seeking out sublime and subversive inspiration. This collection draws upon everything from the way a Jellyfish’s tentacles flutter, to the cable arrangement of a lyre-shaped bridge. The collection features simple shapes paired with innovate use of material to evoke a subtle sensuality. Layering these different concepts creates a dynamic collection that is at once both playful and refined. Supra Endura is also produced in New York, working with trained craftspeople to enhance the American fashion industry. Behind the seams of the Supra Endura collection there is a rich story. The prints are visually striking but have a deeper philanthropic meaning. For example, with the print: “The Unbearable Lightness of Jellyfish” a portion of profits from garments designed with this print would go to the National Ocean Conservatory. The customer is enthralled by the designs, and elated by the causes.
The Name.Supra Endura is a type of photographic paper. The act of creating a color photograph is quite poetic: light is the cataclysm that projects onto a blank piece of paper, conjuring a latent image to rise to the surface. If we dig deeper into the etymology of the words we find that Supra is an adverb, meaning: beyond the limits of; outside of. Endura has roots in “endure,” which means to hold out against. This brand has a focus on sustainability and the power of endurance, and it is also looking to the future and always reaching for what is just outside of our grasp.