Auralee embodies modernity and purpose through values such as authenticity, clear design, calm elegance, and a balance between comfort and sophisticated refinement. The brand's name, meaning "The Lands That Lights Up," was chosen by founder Ryota Iwai for its concise and memorable nature, derived from an old American folk song. Iwai's inspiration for Auralee collections comes from daily life, weather, and travels, translating into meticulously researched, high-quality raw materials sourced globally, with a focus on Japan. The brand rejects fleeting trends, offering timeless, elegant, and effortlessly functional clothing that enhances individuality through pure silhouettes and impeccable construction.