PAURA is a “Made in Italy” brand born from the idea of Danilo Paura from which it takes its name. A vision conceived for the wardrobe of a nonconformist individual, who is not afraid to show contradictions and fragility. Even the logo, written with a normal Helvetica character, is cut in half to make people understand the concept on which the brand’s philosophy is based, that is to defeat the everyday problems, transforming their weaknesses into strengths.
The designer as a source of inspiration for his creations does not follow what the market proposes, but tries to revive what most represents him without dwelling on the colours and combinations imposed by the fashion of the moment. In his garments Danilo Paura intersects the urban streetwear style with the country underground, for collections with a metropolitan flavour, with contrasts of shapes and lengths that vary from soft and well-defined volumes to more broken giants. Much attention is paid to the manufacture and research of fabrics that combined with passion and love for their work give the garments a soul, whose style is a simple consequence. T-shirts with slogans, celebrity prints, black and white lettering, sweatshirts and basic but never banal items are recurring themes in all collections.
To wear PAURA you must have personality, the courage to wear something that others may find excessive. Among his fans, consumers and also many celebrities of music and entertainment. To crown those years of success Danilo Paura, with his brand, made his debut on the Milanese runways in January 2019 where he presented the “Gipsy Tour” collection whose basic theme is aesthetic freedom.
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