Sustainable Fashion Start-Up Disrupts The Fashion Industry
lur™ Apparel Launches “Fashion for Change.” First women's fashion line to knit beauty, sustainability, and social responsibility into each and every piece of clothing. All lur™ products are manufactured from 100% recycled materials.
10/26/12 6:00 PM CET
Disenchanted with the marketplace’s move towards low-quality, high impact, disposable fashion, textile industry veteran Mark Heiman, along with co-founder Alan Brown, announced the launch of a new sustainable fashion brand called lur™ apparel.
“We believe that for clothing to be truly beautiful, it needs to benefit more than just its wearer. lur™ represents the combination of beauty, sustainability, and social responsibility,” said Heiman.
lur™’s twenty seven current apparel styles have many sustainable features that make them the perfect choice for the socially and environmentally conscious woman. All lur™ products are manufactured from 100% recycled materials. In addition, the company estimates that through their production process, each item of lur™ clothing saves roughly 160 gallons of fresh water from entering the waste stream.
“We call lur™ apparel ‘Fashion for Change’ because we believe it is the first time that care for the planet, fair wages, and modern styling have been united under one brand,” said co-founder Alan Brown.
“Alan and I were inspired to found lur™ by our wives and daughters, our friends, neighbors, co-workers, and all of the women who dedicate themselves each day to work towards a better, more sustainable tomorrow,” said Heiman. “Through lur™ we hope to provide these women with a fashion line that is as inspiring as they are. This line is affordable, durable, and made to match the beauty of those who wear it,” concluded Heiman.
lur™ knits beauty, sustainability, and social responsibility into each and every piece of clothing. That’s because lur™ takes pride in knowing that for a piece of clothing to be truly beautiful, it needs to benefit more than just its wearer. Thanks in part to their unique fabric, lur™ apparel is more sustainable and environmentally friendly than organic cotton - while still remaining just as beautiful and soft to the touch. A portion of the profits from lur™ apparel go to help women establish their own businesses and gain access to education to allow themselves, their families, and their communities, the opportunity to rise out of poverty.