Unlock Your Potential
Our Story
From Spotlighting Locals to Becoming One
YURP Imports didn’t start in a fashion studio — it started in the streets, behind a camera, chasing stories that mattered.
Originally launched as YURPTV, our brand stood for “You’re Underestimating Regular People.” We were a local podcast with a mission: highlight the unsung heroes — the creatives, business owners, and influencers making real impact in their communities. We didn’t chase clout. We chased purpose.
As our platform grew, so did our vision.
The message evolved from “regular people” to “raw potential” — because what we saw in our people wasn’t just relatable, it was powerful. That’s when YURP transformed into more than a podcast. It became a movement, expressed through bold, evolving fashion.
Each year brought a new logo. Each design told a different chapter. But our latest — YURP Imports — is the most symbolic yet.
The triangle, curved and centered with two interlocking sideways “C”s, represents what we live every day: going in and coming out of situations designed to break us. We wear that transformation. We embody that fight.
At our core, we still do what we did from day one: shine light on underestimated greatness. Only now, we do it with fabric, threads, and meaning stitched into every piece.
This isn’t just fashion.
This is survival.
This is potential.
This is YURP Imports.