About luur

For the things you’ll never throw away.

luur is modern garment care for the clothes you actually want to keep.

We make products, tools and knowledge that help you wash less, care better and wear what you own for longer.

Because clothes are made to be worn.

We got much better at buying clothes. Nobody taught us how to own them.

We know more about clothes than we used to.

We hunt for vintage. We check fabric composition. We save for the good coat. We talk about cost per wear, resale value and investment pieces. We can spend months finding exactly the right thing.

Then we get it home and have absolutely no idea how to look after it.

A faded care label, a dry-clean-only instruction, and a guess.

The clothes we love can become the clothes we’re most afraid to wear.

A silk blouse. A cashmere jumper. A vintage coat that took three months to find.

We wear them carefully. Store them anxiously. Dry-clean them because we’re not sure what else to do. Sometimes we stop wearing them altogether because something might happen.

But clothes are wearable things. Life happens. And most of the time, it’s probably fixable.

What we believe

  • Wear it

    The best clothes are the ones actually being lived in. Looking after something should make you more confident wearing it, not more protective of it.

  • Care before clean

    Garment care is bigger than laundry. Refreshing, maintaining, repairing and understanding clothes all happen before the washing machine.

  • Keep it longer

    The most sustainable garment is the one already in your wardrobe. Our job is to help keep it there.

Fashion care. Not laundry.

Garment care has been disconnected from fashion for too long.

The clothes may be beautiful, considered and personal. The things used to care for them are still designed for the cleaning cupboard.

We think care deserves the same thought as the things it is looking after.

Better products. Better tools. Better information. Things you’re happy to keep in the wardrobe rather than hide under the sink.

We’re building the missing part of the wardrobe.

Products for between wears. Tools for maintenance and repair. Knowledge for the moments when a care label isn’t enough.

Not more laundry. Better care.

Why luur exists

Founded by Karen Martin after a decade working in fashion and seeing how often people loved their clothes but felt unsure how to care for them.

Read the founder story

Wash less. Care more.

Wear the good clothes. We’ll help with the rest.