Shura Glasmacher designs contemporary dance-, sports-, and yoga wear and is also the woman behind dance studio “Het Danslokaal” in Nijmegen, the Netherlands. Shura is a graduate of ArtEZ University of the Arts Arnhem, and has built a successful career as a dancer and a dance teacher. During her career, Shura has been continuously searching for comfortable yet fashionable dance wear. This search has eventually resulted in the creation of her own fashion brand SHURA: high-quality wear designed for ultimate comfort and fit.
We want to realise our wish to create next-level sportswear. We envisioned sports fashion that is one of a kind, aesthetically appealing but sustainable, made of unique, hand-painted patterns and environmentally friendly fabrics. The selected fabrics are made of recycled PET bottles and a high-quality combination of other natural materials, have an incredibly soft feel, and are as durable as expected of sportswear (e.g. in terms of elasticity and colourfastness).
Our fabrics are printed by a young and fast-growing Dutch company, and the entire subsequent production process takes place in The Netherlands as well. This enables us to keep a close eye on the process, but also allows us to support local merchants and small businesses. Our first collaborative collection, comprising yoga pants, leggings and several types of tops, is available online and in a selection of stores in The Netherlands. Each article of the collection is available in two unique patterns.
By joining hands SHURA and JOOS have created an honest product that contributes to a circular economy and is, in philosophy and production, of true Dutch design.
fotografie: Bob Karman
model: Esther Kasenda