A New Type of
Interference

Urban

Branding The first Urban store was launched in the late nineties as a indie store with a strong connection to the skate’n snowboard and the underground culture around it. But lots have changed since then. What used to be a couple of street credible stores quickly grew to be a commercial chain of stores owned by the Varner Group. The success and rapid growth continued during the 00’s and 10’s without ever changing the brand, but inevitably something had to be done in order to stay relevant in a fast moving market.