UADO was created out of the need to make wearer-friendly clothes, out of the belief that fashion can be wise and change the world, out of the respect for nature and organic quality, as well as out of the delight in beauty and perfection of simple forms. During its first year of operation, the brand has become a fashion circle of women warriors fighting for human-, animal- and environment-friendly world. It celebrates natural womanhood through graphics about sisterhood and body positivity. It honours traditional art by promoting the craft of embroidery that has become its hallmark. It places importance on conscious consumerism by using environmentally friendly textiles and by producing locally.