Urban Sophistication® is a lifestyle brand with an ambition to create an expressive universe of products and experiences that speak with you and for you.

Inspired by memories we don't want to let go of and emotions we long to relive over and over again, each piece is a tactile form of feelings we cling to, grabbed in both hands and carefully transformed into wearable form.

NETA AND ELAD YAM

What started as a passion project by sibling-duo Neta and Elad Yam in 2015, has become the creation of US.

At the time, the high-school graduate and the law school student were looking to encourage intelligent conversations about pop culture through fashion.

They opened an Instagram page and within a few months grew an organic strong community around the point of view they shared in the form of screen- printed tees and hoodies.

With no formal training in the field, and thanks to social media’s influence, the outsider brand quickly boomed into an international phenomenon, heralded by modern-day celebrities, and receiving extensive editorial coverage in renowned fashion publications.

Soon, the brand’s commentary on pop culture was immersed in it, after being worn and featured by the same personas and publications it was commenting on.