Ursuz (Romanian for grumpy) is Dana’s conscious fashion brand - all items are handmade, use sustainable fabrics, and only available to buy locally.

Reacting against excessive consumerism, Ursuz tackles fast-fashion by aiming to sell unique items and accessories by request. Aside from dismantling accepted norms of ‘feminine’ clothes and styles, Ursuz employs circular economy by accepting alternative currencies.

So far, Ursuz collaborated with Neil Market, Sassoon Academy and the National Theatre Bookshop.

Photo credits: Neil Clarke