K u r u is influenced from a few of the aesthetics that the ensō exemplifies: fukinsei (asymmetry), kanso (simplicity), shizen (without pretence), and yugen (subtle grace). Kuru does not pretend to embody the Japanese aesthetic but rather learn from it and push beyond the mundane and overly saturated designs that often flood the markets today. They hope to achieve a lifestyle that best represents them as people and not just a brand. They believe that a home should not just be a place for rest, but a place to reflect and create. A personal space where one can be at ease. k u r u should provide people with functional and aesthetically pleasing everyday items that can inspire and make a home that much more. It is not a brand, it is an invitation to create a lifestyle.