This idea of fame and fortune has been explored in different chapters of the brand. With this capsule, the focus shifts from a commentary on consumerism to an exploration of the emotional cycle tied to overconsumption. It’s about what we feel when we indulge, both the highs and the inevitable crash.
How does Feeels Rich represent the brand’s maturity and growth?
We see phone cases as part of ready-to-wear. A phone case is the accessory you wear the most, just as essential to your look as a dress, bag, or hoodie. They all fall under the “everydaywear” category that interest us the most.
When we started Urban Sophistication, we were 20 and 18, and naturally, the brand has matured as we have. Early on, we shared messages through the products themselves. With the FEEELS capsules, the emphasis has shifted toward the wearer. It’s about telling a story you’ll associate with the product while designing pieces that extend beyond the moment, living within a larger context of your life.
“When we started Urban Sophistication, we were 20 and 18, and naturally, the brand has matured as we have. Early on, we shared messages through the products themselves. With the FEEELS capsules, the emphasis has shifted toward the wearer.”
What specific materials, cuts, or techniques did you prioritize to bring this vision to life?
We prioritized materials that feel elevated yet approachable. The craftsmanship focuses on wearability and durability, pieces that customers will reach for again and again, forming their own personal stories with them.
How do you see FEEELS Rich fitting into the daily lives and wardrobes of your customers?
However they feel. My favorite piece, the Four Seasons Cardigan, is something I wear daily, whether it’s with jeans or sweats.
“This idea of fame and fortune has been explored in different chapters of the brand. With this capsule, the focus shifts from a commentary on consumerism to an exploration of the emotional cycle tied to overconsumption.”
How did characters like Carrie Bradshaw and Rebecca Bloomwood influence the designs, and how do they connect to Urban Sophistication’s identity?
These characters have a certain charm, they make decisions you don’t necessarily agree with, but you relate to them anyway. There’s an honesty in their imperfections. We all buy things we don’t need because of how they make us feel in the moment.
What’s special about Feeels is that it channels that impulsive, emotional place but through pieces that aren’t fleeting or trendy. These are designs that feel relevant in the moment but timeless enough to never lead to buyer’s regret.
How do you balance the brand’s playful roots with this refined focus on artistry and design?
It’s a constant push and pull between Neta and me. Neta focuses on the consumer’s experience, how a piece fits them emotionally and physically. I tend to be drawn more to experience revolving the product – packaging, campaigns, and storytelling. The balance between these two perspectives is what defines Urban Sophistication.
What do you hope the FEEELS Rich capsule communicates about the future direction of Urban Sophistication as a brand?
The future Urban Sophistication closet is eclectic and layered, a mix of styles that feels personal. Some pieces are fancy, some casual, and others are random.
The Feeels series is an ongoing journey. Each capsule adds a layer to the brand’s identity, but it’s only when you step back and see the full picture that you can understand the essence of Urban Sophistication – and our USers.
View the capsule collection in the Gallery below:
