“Unmistakable ours” is both statement and promise. It’s the handfeel of pieces shaped by crochet and hand embroidery, skilled leatherwork, knitwear, and artisanal dyeing—an unmistakable signature that travels well beyond the Río de la Plata.

Selected by the fair, the ten brands—SAVIA, the farra, Milagros Bonasso, Celmo, Pastiche, H.A.N.D. Apparel, Rosa Rosa, Coppelia, Feel Nomade, and Milø—show alongside 250+ contemporary labels and in front of more than a thousand international buyers. Uruguay XXI’s curation backs a model that blends identity, quality, and human-scale, ethical production—an approach that already made a strong showing at Brand Assembly’s winter edition earlier this year.

Before the garment, the hands: brand snapshots

SAVIA
A single shirt can touch five specialized workshops—patternmaking, cut-and-sew, crochet, embroidery, buttons, pressing—before it ships. With a network of 30+ ateliers, SAVIA builds quality into every step, highlighting hand embroidery and knit techniques as its calling card. Materials include Merino wool and leather; exports reach the United States, Chile, and France.

the farra
Craft is the starting point—leather, knit, hand dyes, and embroidery—translated into timeless, durable pieces. A preorder model prevents overproduction while still allowing capacity of up to ~500 garments per month. Recognized with a nomination at the Latin American Fashion Awards, the brand centers sustainability and the growth of the artisans behind each piece.

Milagros Bonasso
A designer jewelry studio founded by two sisters and produced entirely in Uruguay. Each piece begins as an illustration, is laser-cut (metal or acrylic), and returns to the brand’s studio for hand finishing and rigorous quality control. With a 100% women team, output ranges from ~1,000 pairs of “daily” earrings every two weeks to more intricate occasion pieces.

Celmo
Collections start with a print and evolve into knit-focused capsules enriched with embroidery. Produced mainly in Montevideo through a close atelier network, Celmo avoids overstock and restocks as needed. The label exports to the U.S., Chile, Japan, Panama, and Spain—standing out for originality and handcrafted details.

Pastiche
A women-led independent brand that designs and builds samples in Uruguay. Production is split between Uruguay and partner markets, enabling work across denim, leather, wovens, knit, and handknit. Even as international sales have grown, Pastiche keeps long-standing ties with local workshops to ensure quality control. Exports include the U.S., Panama, the U.K., Chile, and Canada.

H.A.N.D. Apparel (Have A Nice Day)
Launched during the pandemic with just $500, HAND scaled organically through preorders and direct communication with its community. Color, texture, and a fresh sensibility define its knitwear, produced across five workshops located within ~50 km of the studio. Limited, conscious runs prevent excess while preserving the ability to scale.

Rosa Rosa
Author-driven, sustainable footwear—by women, for women. Leathers are hand-selected; production spans workshops in Montevideo and Buenos Aires, with artisanal soles that add comfort and uniqueness. The team closely oversees each stage from materials to shipment. Capacity ranges from ~50 to 200 pairs daily; exports reach Chile, Paraguay, and the U.S.

Coppelia
Entirely made in Uruguay, with in-house prints and a network of five workshops, six knitters/embroiderers, and a knit intermediary. The brand prioritizes home-based handwork with fair pay and maker-friendly timelines. With near-total waste control and tight traceability, Coppelia exports to Panama, Mexico, and the United States.

Feel Nomade
Nature-inspired, spontaneous, and colorful, Feel Nomade works with responsible fabrics and OEKO-TEX–certified Lycra across swim, active, and surf lines. Prints are made with waterless processes in Barcelona; sewing is done in Uruguay by women under fair conditions. Current runs vary from ~600 to 3,000 pieces with ~3-month lead times—prioritizing comfort, durability, and low impact.

Milø
Born on Uruguay’s beaches in 2017 and founded by two friends, Milø focuses on high-quality swim and knit pieces designed to empower women—style-forward and environmentally mindful from the start.

A collective built to open markets

Uruguay’s presence at Brand Assembly is part of a long-term strategy by Uruguay XXI to internationalize the country’s fashion sector across key markets in the United States, Europe, and Asia. Since 2015, the agency has helped designers access trade shows such as Capsule, Coterie, and Designers & Agents, and has organized inbound visits from international agents. Initiatives like wool tours—run with the Uruguayan Wool Secretariat (SUL)—underscore the traceability and world-class quality of Uruguayan wool.

Beyond trade missions, Uruguay XXI provides strategic advisory support tailored to the sector’s needs and designs training around positioning, market access, and sustainable production. Targeted matchmaking with agents specialized in independent, conscious brands continues to build bridges from Uruguay’s studios to global buyers.

With URUGUAY COLLECTIVE, the country offers a shared narrative: diverse design languages linked by common values—ethics in production, craft at the core, and responsible scalability. In New York, that message is distilled to a simple line: “Unmistakable ours.” It’s the story of a nation that turns tradition into the future of exportable design.