Luul is a UK based fashion brand creating elegant offbeat clothing for women. The idea started with a belief that modest dressing is empowering and a need for the comfortable, oversized and long which was simultaneously bold and unusual.
The concept of modesty is an internal state concerning dignity, respect and awareness. Ethical sourcing and production are integral to the brand.
Following a slow fashion approach and avoiding the seasonal cycle, the design focus is on continuously developing mini collections. Allowing space to explore ideas through only the necessary and particular the result is creative and sustainable