The Why:

We see a bright future if younger generations are connected to urban landscapes and farming spaces. We believe through our efforts in connecting people to these spaces we will help improve their communities, families, environment and careers.

Urture was founded by Zech Strauser a long-time outdoor enthusiast and a leader in the Landscape profession, additionally now focusing on new ventures in the small farm sector. He saw a need for these professions to have a brand that represented them. A blend of mountain gear along with a rugged work wear with an influence from skate, snow and urban culture.

He also believes that our society is not bringing trades to the attention of the younger generation. Even more importantly, he sees a growing disconnect in the importance of urban nature spaces. He believes by helping people connect to urban nature spaces we can positively impact our future. Creating products and services will allow us to give back and influence and change our future connection with urban nature spaces.