ABOUT US:

Pūga/73 is the result of a collaboration that began in 2021 and evolved into its current form in 2023, following our return to Lithuania after a decade of studying and working abroad. Now based in our hometown of Utena, we continue to create and develop our vision. Growing up in the late 90s and early 00s in rural Eastern Europe was far from glamorous, but it profoundly shaped our creative identities and perspective.

DESIGN INSPIRATION:

Drawing energy from nostalgic memories, Pūga/73 unisex garment designs reference our heritage, pop culture, and underground movements. We aim to blend subcultures with the iconic pop movement classics, crafting clothing that combines the best of club wear and sportswear. Our deep connection to countercultures allows us to infuse our work with our lived experiences, bringing a personal perspective to each piece we create. Print designs take inspiration from folk tales and symbolism, while also exploring their place in a current timeline. We look for inspiration in archival materials, journals, and rural surroundings. 

SUSTAINABILITY AND LIMITED DROPS:

From the beginning, our vision has always been rooted in thoughtful and intentional practices. While environmental sustainability remains a cornerstone of Pūga/73, our focus has evolved to prioritize creating extremely limited edition drops. Each piece is carefully crafted in Utena, where we collaborate with skilled local artisans, supporting our community and emphasizing social sustainability in every step of the process.

We continue to use deadstock and reclaimed fabrics whenever possible, but we also incorporate select new materials to bring our designs to life. Every collection is made in small batches to ensure quality, reduce waste, and preserve the exclusivity of each garment. This approach allows us to explore the unique textures and characteristics of each fabric, creating pieces that reflect both our values and our dedication to craftsmanship.

Today, we remain a small, hands-on team overseeing every aspect of Pūga/73—from sourcing materials and designing patterns to packaging the final product. Our commitment to sustainability isn’t just about the environment; it’s about cultivating a meaningful connection between the people who create our garments and the people who wear them.