Uguu is a Toronto-based brand run by 22 year old Sefa Rina. In pursuit of polishing her costume-making abilities, she attended a specialized technical college for professional sewing technique and graduated with a diploma in garment construction and pattern drafting. Growing up a crybaby she draws inspiration from tears and crying, naturally basing her designs around the theme along with influences of internet culture, Japanese street fashion and mental illness. She recently won the Atomic Lollipop Emerging Artist Scholarship. In her spare time she works at a vintage shop, studies Japanese, models and performs music under the name Treazure Preshus.