Founder story

I started luur because loving clothes and knowing how to care for them are two very different things.

I’ve spent the last decade working in fashion. And the question my friends asked me most was rarely what to buy next.

It was: Can I wash this at home? How do I keep this looking good? What do I do about this stain?

The clothes were valuable. The knowledge wasn’t there.

Friends had spent real money and time finding beautiful things, then became terrified of ruining them.

I knew how unnecessary some of that anxiety was. I’ve removed more than one blood stain from a wedding dress, once with the bride still wearing it. The dress was completely fine.

That gap between how catastrophic clothing care can feel and how straightforward it often is stayed with me.

A woman in a black outfit stands in front of a large white industrial washing machine with a round door, branded FABCARE. The setting appears to be a workshop or warehouse with concrete floors and reddish-brown walls.

So I built the thing I thought was missing.

Garment care had been treated like a cleaning problem. I saw it as a wardrobe problem.

The bit between wearing and washing. The pieces you want to keep looking good. The moments when a care label doesn’t really help.

luur is my attempt to make that part easier.

Wear the good clothes.

I’ll help with the rest.

Karen
Founder, luur

About luur