luur is fashion care for the clothes you already love. We create products, tools and guidance that help you refresh, repair and look after your wardrobe, so your favourites stay in rotation for longer.

Our products include The Tonic, a fragrance-free garment refresher for everything between washes. Think dry shampoo for clothes, powered by functional ingredients. Alongside it, our knitwear comb removes bobbles and our pull mender repairs pulled threads. Each is easy to use, beautifully and practically packaged, and offers a satisfying way to give a well-loved piece a little attention.

luur grew from a decade working in fashion and one persistent question: how do you make fashion better without making more of it? Friends were investing in beautiful clothes, then worrying about how to care for them. I wanted to make that part easier.

Inspired by the thought and attention we give to skincare, luur brings considered design and practical expertise to clothing care. Whether it’s a secondhand find, an investment coat or the jumper you wear every week, we help you feel confident caring for it.

Wash less. Care more.