Sober is fine
Sober is fine
Sober is fine
Sober is fine
Our distinctive approach challenges established paradigms about how clothing supports movement and how social spaces facilitate connection. Rather than accepting false dichotomies‚ between function and fashion, between celebration and clarity‚ we create products and experiences that demonstrate how these elements can enhance rather than compromise each other.
The Clarity Collection is rooted in the idea of conscious fashion – every piece is designed to be worn across occasions: from workouts to casual days, evening dinners, or club nights. Instead of fast fashion it offers long-lasting solutions – combining functionality, aesthetics and sustainability in one.
Premium motionwear
Our motionwear focuses on both function and style. We work with high-performance fabrics and considered design, creating outfits for women who move between different environments. Our pieces aim to transition from dance floors to urban settings while providing both functionality and style.
This capsule doesn’t just wear well - it works hard, breathes easily and brings purpose to every stitch. It’s where clean design meets uncompromising material choices made for bodies that move and minds that care.
The capsule was created with purpose, using two carefully selected materials that feel good on the skin and do better for the planet.
The tracksuits are made from 100% cotton. The fabric is fully natural with no synthetic blends and comes from certified, trustworthy manufacturers. The fabric is pre-washed, soft to the touch, and free from excess chemicals because your skin deserves the cleanest possible comfort.
For the sleek pieces we have used a premium polyamide-elastane fabric, the kind designed for high-performance sportswear. It is breathable, supportive, and shaped to follow your body without ever holding it back. Thanks to its advanced finish it avoids the typical downsides of synthetic fabrics and remains gentle even on sensitive skin.
Every item is double layered for comfort, shaping and durability. There are no shortcuts or fabric-saving tricks in the production process. Since we use existing stock materials sourced directly from certified manufacturers, we avoid creating unnecessary waste and eliminate the extra use of water, chemicals or energy.
This is a thoughtful design built with care and intention. No compromises, just garments made to move with you and respect the world around you.
Our founder
Senka Umek founded AMALU in 2024, combining her background in fashion marketing, event curation and electronic music. Her concept emerged from personal experiences where she noticed a gap for clothing that served both active and social settings.
"I've always combined sportswear with fashion pieces. The market seemed to lack functional clothing refined enough for social settings. AMALU represents an attempt to address this: technical performance with considered design."
Senka approached the design process by first considering how bodies move, rather than starting from static sketches. To bring this vision to life, she assembled a dedicated team of designers and garment technicians, who helped translate her concept into pieces that incorporate structural elements meant to support and enhance natural body movement.
AMALU connects movement culture with fashion and event experiences. Our distinctive approach challenges established paradigms about how clothing supports movement and how social spaces facilitate connection. Rather than accepting false dichotomies‚ between function and fashion, between celebration and clarity‚ we create products and experiences that demonstrate how these elements can enhance rather than compromise each other.
Amalu
SOBER IS FINE
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