Cura ® was founded by Elsa Lima, graduate in Fashion Design by the Lisbon Faculty of Arquitecture, Pré-Bologne Master in Fashion Design and Post-Graduate in Advanced Design Studies of the Doctoral Program in Design, by the University of Lisbon – FAUL. With years of experience as fashion designer, award-winner in fashion and costume design prizes, university fashion teacher and researcher, in 2006 Elsa became aswell an house gardener, planting, nurturing and learning about fruit-trees and plants in her own backyard, placed in a central Lisbon neighborhood where she live. Related to this practice, an interest has been growing about Hemp plant’s qualities for textiles and clothing, which in 2019 came together with overall experiences, enlightning the purpose and nature of her path linked to Fashion for Sustainable Development.
During Elsa early years in fashion studies and practice, and later in her fashion design teaching classes, her focus has being placed on the quality of processes compliyng with an ecological and ethical position. From the way materials are processed to how the manufacture is carried out and finally how Fashion is presented to the audience, relied a particular concern – about how Design activities can contribute to better structures and environments – which were expressed throught early practice but also throught curriculum teaching. During her research for Fashion and Sustainability in 2009, she took to a deeper perception about the systems ability for the Circular Economy, about better ways for creating and adapting knowledge, regarding visions for everyday clothes related to an holistic well-being.
Ten years and two young daughters later, combining different experiences and interests, in the early 2019 Elsa founded CURA ®, born from a desire to contribute with objects of study and products towards a Regenerative Fashion. CURA is and acronym, that stands for Consciouness, Uniqueness, Responsibility and Awareness. But the word “Cura”, in portuguese, also means treating, healing, repairing, caring for, curing … as in english “Cure”. These meanings also has ressonated as an essence for the brand goals and mission, where Hemp fiber (find about) became central.
Hemp is a soil-regenerative plant that actively improve environmental conditions such as soil quality and biodiversity, revigorating soil, so that it can actually sequester carbon. In comparison with others and if properly sourced and regulated for textiles and cloth, Hemp can represent a great potential for Sustainable Development Goals not just in environmental issues, but aswell social ones, by encouraging global fibre farming communities to re-evaluate and improve farming pratices. So it is of paramount to be developed, and supported by the best that Fashion can offer.
Then, suddenly, in the late 2019, the word “Cura / Cure” has become the most sought after. A challenging momentum, when we believe the planetary mantra became “your health and safety is my health and safety”; a simple phrase showing our deep fragilities and urgent needs to reinforce bonds of safety environments, involving everyone equally, young and old, people and planet. And as soo (and as fans of Numerology as we are!) 2020 brought us another milestone for six central concepts, which are in development: Focus ; Relationships ; Pragmatism ; Team work ; Infinite Potential, and again, Consciousness.
So, speaking about Conscious Production and Consumption which in terms of Fashion reflects around behaviors, with a great emphasis in practices, we would like to remember the great power of Fashion for individual and colective identity and personnal expression. Althought in CURA® we trie to make our part, still we have that feeling as if we’r just putting a tinny “dressing band” in this crazy world. But since too bad we can’t walk around naked … we can only make the best impact choices and fight for them. So, and before you jump into shopping chosing natural, organic, upcycled or pre-loved, we must ask you to please note:
1st) Nurture what already is in your closet. Give it a chance;
2nd) Play with outlooks, remake (re)create, (re)arrange, Do It Yourself or;
3rd) ask for help if needed ( sure, we can help, click here ).
And then if you/we really must, “band” dress, choosing wisely! making good choices, ones that not cost lives nor the planet life.
So, we welcome you in this mindset and in CURA®, to build a world, for a better future.