Dresses
Dresses
SOBER IS FINE
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18. 10. 2025, Kidričeva ulica 22a, Koper
16-19 October, Gospodarsko razstavišče, Ljubljana
On September 6, at the Ljubljana Sports Festival in Tivoli Park, AMALU officially launched its first fashion line – The Clarity Collection. The event took place in the form of an exclusive pop-up boutique, which quickly became one of the festival’s main attractions.
As part of the, Amalu is hosting its next Sober Party featuring Estora and other performers, while also bringing its pop-up shop to Tivoli.Amalu – a brand that blends sports functionality with fashion confidence – opens the doors to its pop-up shop in Tivoli and unveils The Clarity Collection for the very first time in Slovenia.
In the landscape of contemporary nightlife, a quiet revolution is taking place. Across European cities, a new paradigm is emerging: events where the absence of alcohol enhances rather than diminishes the experience. This shift represents a fundamental reconsideration of what constitutes luxury in social spaces, with clarity becoming the new premium offering.
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Senka Umek founded AMALU in 2024 combining her background in fashion marketing, event curation, and electronic music. In this interview, she discusses the brand's dual identity: a premium motionwear line that transcends conventional boundaries between performance and style, and the SOBER IS FINE event series celebrating electronic music in substance-free environments.
