Urban Sophistication's "Feeels Toasty" Collection Reimagines the Classic Puffer

Urban Sophistication just dropped the latest instalment of its apparel range with a new collection dubbed "Feeels Toasty." Marking the brand's new outerwear line, the collection aims to reimagine the classic puffer jacket through the lens of "emotional resonance."

"In designing the Puffer, we wanted to balance warmth and coziness with a certain crispness," said Founders Neta and Elad Yam in a press release. "The jacket is made from the best materials—Gore-Tex fabric, down filling—and genuinely keeps you warm, but there's also a lightness and a sense of fun to it," they add.

Evoking the physical sensation of warmth through seaside imagery, the accompanying campaign aims to capture that moment of comfort felt by wrapping yourself in a towel immediately after stepping out of the ocean. Tapping into a universal sensory experience, the result is a powerful metaphor captured through a simple campaign.

"We started thinking about how to communicate that mix visually through an image that you can literally feel: the real warmth of the jacket, but also its light, uplifting feel. That quick shift became the foundation for the editorial," Yam explains.

Comprising two puffer silhouettes, a classic jacket and a trench style, the collection lands in warming hues of "Oat Milk" and "Cookies & Cream," and come crafted with responsibly-sourced down filling and waterproof construction.

Take a look at the campaign above, and head to the brand's website or Tokyo store to purchase.

In other winter news, SKIMS and The North Face reunited for round two.

Click here to view full gallery at Hypebae