Uira is the vision of Amika Kruger a wahine Māori entrepreneur, creator, and mother of two. Raised in a world where practicality and beauty went hand-in-hand, Amika grew up watching the women around her create something new into existence, often through a process of design skill and imagination!

Her journey in business has been hands-on and hard-earned, building multiple ventures that reflect her belief in purpose-driven design. But Uira is something different. This brand carries the legacy of her great-grandmother, her mother and the spark of her eldest daughter, three generations who inspired her to blend style, comfort, and culture into essentials people genuinely love to wear.

For Amika, Uira isn’t about fashion for fashion’s sake. It’s about connection to whakapapa, to the places we come from, and the people we carry with us. Every piece is designed with intention: elegance, grounding, and made to move with you whether you're heading to bed, or mahi, or somewhere in between.

This is more than a brand. It’s a legacy in motion.