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Elara in a black BRUTAL puffer on a monumental concrete stairwell

The first drop is live

BRUTAL

Built for the fall. Made to get back up.

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The collections

Shop by line

Elara in the charcoal BRUTAL heavyweight hoodie and joggers StreetwearHoodies, the puffer, the set Elara in the black BRUTAL plunge set against raw concrete UnderwearThe brutalist range Elara in the red BRUTAL plunge set, hoodie off the shoulders Drop 02Close to the skin
Elara in the charcoal BRUTAL plunge set, seated on a concrete plinth

Drop 02

Close to the skin

Thongs, lace, a bandeau, a mesh set. BRUTAL on every waistband. The second underwear drop is live, sold as sets or separates.

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The founder

Made by Elara

I'm Elara. I made the stuff I actually skate, train and live in.

Months of samples, fittings, and way too much coffee. I got tired of wearing other people's names, so I started my own line.

BRUTAL is that line. Heavy hoodies. Crop tees that stay put on a board. A training set I actually sweat in. Underwear that doesn't feel like a costume. A beanie I don't take off in the car.

Every piece is made to order and ships in 7–14 days, from Dublin, to Ireland, the UK and the EU. The first drop is for sale now.

Close-up of Elara in the black BRUTAL beanie

Lookbook

The campaign

Elara in a charcoal BRUTAL hoodie on a brutalist concrete estate walkway
Estate, hoodie
Studio lookbook: charcoal BRUTAL hoodie and joggers
Hoodie + joggers
Studio lookbook: black BRUTAL puffer jacket
Puffer
Studio lookbook: charcoal BRUTAL tracksuit
Tracksuit
Studio lookbook: white BRUTAL crop tee and black cap
Crop tee + cap
Campaign: black BRUTAL plunge set against raw concrete
Brutalist range, black
Campaign: charcoal BRUTAL plunge set on a concrete plinth
Charcoal set
Campaign: red BRUTAL plunge set in a concrete stairwell
Red set
Elara walking a concrete car-park ramp in the charcoal BRUTAL tracksuit
Ramp, tracksuit
Close-up of the BRUTAL chest wordmark on the charcoal hoodie
Hoodie wordmark
Close-up of the BRUTAL elastic waistband
The waistband
Close-up of Elara in the black BRUTAL beanie
Beanie

The list

Stay on it

The drop is live. Stay on the list for the next one, restocks, and codes. No spam.