GUPF: The Culture That Birth Fashion

Ghetto Until Proven Fashionable is the cultural capsule that lives within AVNU. What began as a statement about identity and style evolved into a movement that reshaped how fashion views culture. 

GUPF by AVNU represents the intersection of culture and craftsmanship. First introduced as Ghetto Until Proven Fashionable, the movement redefined how the world perceives "ghetto" - transforming a word of limitation into a symbol of innovation and pride. 

Now housed within AVNU, GUPF continues to honor it's roots through limited releases and cultural storytelling, reminding the fashion world that luxury begins in the culture.