New Designs – Just in Time for Spring!

by Tonya Mitchell

Designer Yves Saint Laurent is famously quoted as saying, "Fashions fade, but style is eternal." That belief—that good style lasts forever and never goes out of fashion—is what is behind lur® stylecaster Richie Heiman’s inspirations.

"Good styling is essential to our line," Richie says. "It’s what women want when they’re selecting their clothes. They want to look and feel good in what they’re wearing without worrying that what they’re buying will be out of fashion next week."

It takes a lot of vision and hard work to bring beautiful, sustainable fashion to life. How does Richie do it?

"I look for style elements that define the lur® brand," Richie says. "Basic, clean lines that flatter a woman’s shape, with a few details that draw the eye, such as contrast stitching, pockets or a fun collar treatment. And comfort. It’s got to move with you and be something you want to live in."

New Creations
So what’s on board now for lur®? Four new tops that will be added to lur®’s line of dresses, tops, pants and sweaters. "They’re fun," Richie says. "All part of the lur® look, but with their own unique style."


The Verbena, a short-sleeve princess cut top fashioned with figure-flattering rib details at the sides with raw-edged contrast trim for an eye-catching, sophisticated look. The Verbena is available in Charcoal, Lilac, Chamblue, Pomegranate and Moss.



For a slightly edgier look, try the asymmetrical styling of the Orchid V-Neck Top. This wardrobe must-have features long dolman sleeves. It can be worn by itself or over another layer—like a cami or t-shirt, for a modern, layered look. Try it in Charcoal, Merlot, Lilac, Chamblue, Moss, Ash, Earth and 3 striped varieties: Olive/Cloud, Lilac/Ash and Charcoal/Cloud.



The playful Tulip Top has the same asymmetrical neckline as the Orchid, but features ¾ length sleeves and a functional flap pocket with raw-edge stitching. Can’t decide which color is best? No problem. With eight color choices, there are plenty to choose from: Charcoal, Lilac, Merlot, Earth, Ash, Chamblue, Charcoal/Cloud stripe and Chamblue/Cloud stripe.



Finally, the round neckline of the Cala Lily Top, coupled with the ¾ length dolman sleeves and contrast stitching at the collar, cuffs and bottom make this a slam dunk wardrobe basic. It’s available in Charcoal, Ash, Pomegranate, Chamblue, Lilac/Ash stripe and Charcoal/Cloud stripe.

Though she’s pleased with the new items, Richie won’t be resting on her laurels anytime soon. They are 10-12 new items in the pipeline for fall. "We never stop," Richie laughs. "We’re doing what we love. Bringing great sustainable fashion to life, one piece at a time."

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