AMUR – A Mindful Use of Resources – was born from the idea that great style needn’t come at the expense of our environment. All materials used are sourced with an eye toward environmental good and are transformed by sharp tailoring and feminine silhouettes that easily transition from day to night. The brand and each of its collections is propelled by the notion that mindful living will always be in style.
Sustainability is incorporated at various stages of AMUR’s creation process: the way pieces are designed, the materials that are selected, and the impact these materials have on the environment. Each collection is created to bring something new, special and lasting into the world that can be worn season after season, interrupting the cycle of disposable fast fashion.
AMUR has developed close relationships with its suppliers in order to create one-of-a-kind fabrics that are as luxurious as they are conscientious. Each fabric falls within one of three fiber categories: natural, cellulose, or regenerated.
Natural fibers, such as silk, hemp, cotton, and linen are 100% biodegradable, making them fully renewable resources. AMUR always uses organic cotton, as certified by the Global Organic Textile Standard (GOTS), and all other natural fibers used are certified organic, whenever possible. Cupro, a cellulose fiber frequently used by the brand, is created from reclaimed cotton linter: part of the cotton plant that is normally wasted during cotton production.
These sustainable materials significantly reduce the water pollution that results from conventional textile production and ensures the omission of any harmful chemical that would otherwise be used.
AMUR believes fashion is a powerful platform for global change, and that the way we dress influences the way we live – both today and in the future.