During the Edo era, Japan issued strict sumptuary laws to suppress visual luxury.
Ordinary people were forbidden from wearing extravagantly decorated outer garments.

In quiet defiance, they began to hide opulence inside their clothing—on the linings.
This practice gave birth to the aesthetic concept of “Uramasari”.

The word combines “Ura” (裏) meaning “the inner side”, and “Masari” (勝り) meaning “to surpass”—
expressing that “the inside surpasses the outside”.

Uramasari was not just a fashion statement, but a philosophy:
beauty that is hidden, refined, and meaningful only to those who truly look.

This is the very origin of our brand, URAMASA—
a modern revival of hidden elegance, tailored to tell your inner story.