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.
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.