2 Cool Founders Talk Style, Business & More
Jurgita: I left my hometown of Kaunas in Lithuania at 18 and went to study at University of the Arts London. Then I moved to Paris, where I worked for various fashion houses. That’s where Denitsa and I met. We clicked immediately and became friends and collaborators quite organically.
Denitsa: JUDE is a reflection of our friendship. It's personal and deeply rooted in mutual respect and creative chemistry. I came from an art history background and spent some time modelling before I transitioned into design. I’d say my personal style is quite laidback. I love a polished, day-to-night look – something you can wear to a meeting, then out to dinner. My daily uniform tends to be an oversized Yves Saint Laurent button down-shirt, tailored shorts and sandals. It always works for me.
Jurgita: I’m a bit more eclectic but I do think a black Bottega Veneta tank top and black pants can take you a long way. It allows me to move freely whilst visiting the production facility but I still feel polished at the same time. That said, I can easily pivot into wearing some Balenciaga haute couture to a lunch in Paris when I need to!
Denitsa: When you’re putting together an outfit, it’s important to feel like yourself, even if you’re taking risks. Sometimes a standout heel can completely transform a basic look – jeans and a white tee suddenly feel far more elevated. Other times, you might need a classic pump or kitten heel for a look to make sense.
Jurgita: It’s all about balance. We believe in enjoying fashion but not letting it overpower you. It should be used as a tool to express yourself and feel good. When it comes to style, we wouldn’t want to limit ourselves; we like to keep an open mind and listen to our moods and instinct.
Denitsa: If I need my footwear to transition from day to night, my preferred shoe is the JUDE Cave mule in red leather. It’s edgy and versatile – I love its bold attitude. The Date flat in suede is probably my everyday staple – refined but relaxed. Finally, the Vermelho flat is another a summer favourite and the Logo loafer in black will add structure to any outfit.
Jurgita: For me right now, it’s all about the Mixer heel – it has that effortless vibe that will help you move seamlessly from the office to dinner. It’s also easy to pack. Lastly, the Date mule has become an star JUDE piece – it’s so easy to wear but really makes a statement.
Denitsa: Other wardrobe essentials… Don’t we all need a perfect line-up of white shirts? I also love a sharp power blazer from Celine and a leather jacket that only gets better with age.
Jurgita: I’d add a little black Prada dress and a pair of well-cut vintage trousers to that list. If you find 90s Helmut Lang trousers, buy them! High-quality pieces allow you to tell your story through your wardrobe.
Denitsa: We both shop vintage a lot, too, especially online – specifically at TheRealReal and eBay. We like the hunt.
Jurgita: We also love supporting independent boutiques with curated selections like the ones you can find at By George in Austin, Texas. In the Middle East, Level Shoes in Dubai is a top pick for beautiful accessories.
Denitsa: I love vintage watches and my go-to jewellery brand is probably Sophie Bille Brahe. I also like to wear a simple pearl necklace that was given to me by my mother. For occasion wear, I usually go vintage. There’s something magical about wearing a piece with history – it feels more one-of-a-kind.
Denitsa: I always wear a simple pearl necklace given to me by my mother. For occasion wear, I usually go vintage. There’s something magical about wearing a piece with history – it feels more one-of-a-kind.
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Jurgita: I love Magda Butrym for special occasions. Her dresses are powerful but feminine.
Denitsa: Our approach to colour is instinctual – it’s about mood, music, films, even the leather we’re working with.
Jurgita: It’s all about intuition. Some days it’s beige, some days it’s black. It’s a gut feeling – even we’re surprised sometimes.
Denitsa: We find inspiration in everything around us – architecture, travel, conversations, art. We grew up in the 80s and 90s in Eastern Europe, so we carry that duality with us – the contrast of old and new, moody and glamorous. If I could raid anyone’s wardrobe it would have to be Keith Richards – all the rock-and-roll attitude but with ease. The best style advice I’ve ever received is to be comfortable and feel like yourself.
Jurgita: I have too many people to choose from, but I love Charlotte Rampling’s and Lee Radziwill’s style – effortless and elegant.
Denitsa: A trend we’re currently loving are the flat thong sandal. It’s normal to wear it everywhere now, not just at the beach. I’ve even seen them paired with suits – really cool.
Jurgita: As for trends we’d never wear – well, never say never. It’s all about context. We really admire Miuccia Prada’s approach. She once said, “I’m a profoundly illogical designer. I glorify the anti, the counter and the ugly.” That mindset of challenging your own instincts really resonates with us. If there’s a trend we initially dislike, we try to understand it, reinterpret it, maybe even rework it until it makes sense in our world. That process keeps creativity alive and often leads to the most surprising outcomes.
Denitsa: A dream collaboration for us would be with any stylists, editors, photographers at the top of their game – people who shape fashion through storytelling.
Jurgita: We’ve already been lucky to see our shoes used in the work of Paolo Roversi and Hedi Slimane. And Suzanne Koller recently styled the Cave mule for an editorial campaign and even posted it on Instagram.
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