" WE ARE PRISONERS OF OUR DREAMS. THAT, IS OUR PLACE IN SOCIETY"

THE DREAM
The Urban Legend is embodied by freedom and individuality. We are young at heart, Strong and adaptable. The 254 Dream is the hallmark of our history and that pioneering spirit permeates all aspects of our lives — innovation,workplace practices, citizenship and patriotism.

We create trends. set new standards and continuously improve through change. What makes and keeps us is that, we look at the world with fresh eyes and use the power of ideas to improve everything we do across all dimensions of our business, from modest improvements to total reinventions. All our clothing, music and design represent every young African's dreams, hopes and fears.

We are Africans. We are Kenyans. We will do all it takes, to live the dream our fathers shed blood for. We are the Urban Legend.