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IUREK understands the need for durable functional clothes for outdoor activities and harsh weather conditions. The company founder personally has experience with cold weather working on their family ski resort and an outdoor enthusiast. His goals was to bring a dependable heated activewear brand to his clients at affordable prices while never sacrificing on functionality and quality. His goals became his passion and his passion became IUREK, offering a range of heated apparel, all with UL Certified rechargeable batteries and 1 year guarantee.