Sustainable Fashion Start-Up lur Apparel Disrupts Fashion Industry

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.

The line is available immediately at www.lurapparel.com and at select boutiques around the country. You may also see the brand's lookbook and press kit.

About lur™
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.