About Auroboros

Auroboros is a luxury tech-fashion house that creates for both the physical and digital worlds. Founded by the acclaimed creative duo Paula Sello and Alissa Aulbekova, recently honoured in Forbes 30 under 30, they present a hopeful vision of the future with utopian designs that seamlessly blend nature with cutting-edge technology.

With duality at our core, our designs seamlessly integrate the functionality of technology with the luxurious craft of fashion. 

Tailored with every body in mind, each line of code and stroke of design creates a new generation of physical and digital clothing, allowing for boundless self-expression in a sustainable way.

Harmony

We believe harmony is necessary for the development, progress, fulfillment, overall happiness and survival of the world, its people and our business.

Which is why we act in harmony.

Rather than working against each other, or against the natural world, we always work collaboratively, in unity and with a collective mindset.

It means asking questions like:

“Are we making a positive impact? Is it helpful? Is it better? Where’s the common ground? Does it need to exist?”

This aligns with our goal to be net positive; not just another brand that creates more product.

Reinvention

It is only by innovating that we will propel both digital fashion and luxury tech lifestyles onto the global stage.

Which is why we strive to reinvent.

Taking inspiration from the ancient Ouroboros symbol, we continually look to create what comes next and challenge our conventional understanding of relationships between opposites.

It means asking questions like:

“Is this exciting? Does it move the needle forwards, even just a little? Is it enhancing my lifestyle? And is it beautiful?”

Empowerment

For too long, women and minorities have been left out of visions of a brighter future.

Which is why we empower ourselves and others.

As a business founded and run by women, we want to celebrate diversity and make more people feel a part of our business, our brand story and our vision. And we want to empower everyone who aligns with our mindset to actively participate in bringing it to life.

It means asking questions like:

“Does it recognise you? Does it uplift? Can it be more accessible? Can it be more inclusive?”

Our team

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