amur

AMUR, an acronym for A Mindful Use of Resources, is a New York City-based fashion brand founded in 2017 by a collective of industry veterans, with Sofia Shannon as its creative director. Born from the idea that stylish, feminine design and sustainability can coexist, the brand creates ready-to-wear and eveningwear with a conscience. Shannon, who previously designed for labels like Cynthia Rowley and Ronny Kobo, built AMUR’s philosophy around its materials, starting the design process with the fabrics themselves. The collections are defined by their use of responsibly sourced textiles, including certified organic cotton and silk, hemp, and regenerated fibers made from post-consumer waste.

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