AMUR

AMUR Design that strikes a balance between beauty and mindfulness. All materials are sourced with an eye t Where does the raw material come from?

AMUR was born from the concept that great style does not have to come at the expense of our environment—and that design can strike a balance between beauty and good intentions. It’s an approach that’s woven into our very name: A Mindful Use of Resources. That mindfulness originates with a shift in our thinking—about the way we design, the materials we select, and their impact on the environment. D

esign

Each collection is created, first and foremost, to bring something new, special, and lasting into the world—not just fashion as usual. In this era of disposable clothes, we focus on true statement pieces—tailored with strong lines, a feminine personality, and a sense of quality that endures, season after season. Resources

Our commitment to sustainability goes down to the fiber itself. We work closely with suppliers to source and create one-of-a-kind fabrics that are as luxurious as they are conscientious. Each season, this starts with natural textiles—both for their airy, second-skin feel and their ecological advantages. Within this category, we incorporate certified organic cotton and silk, along with staple fibers like h**p and linen, which require very little water or fertilizer to grow. We also include forest-friendly cellulosic materials like cupro, a soft and silky fabric made from reclaimed cotton linter. The third pillar of our collection is regenerated textiles—waste material spun into fiber, used to form fine fabrics and trims. Throughout the process, we look at various ecological aspects. Does a mill implement energy-saving practices? There are many ways to measure a garment’s environmental impact, but if it’s not in some way an improvement on the status quo, it’s not in the collection. Community

Sustainability is a human issue, too, and AMUR is committed to supporting the work of artisans and empowering their communities. For the debut collection, we partnered with NEST, the nonprofit fair-trade organization, to develop hardware in collaboration with artisans in India and Vietnam; future collections will celebrate the work of makers’ collectives worldwide. We believe that fashion is a powerful platform for positive global change—that the way we dress influences the way we live, now and in the future. Sustainability is a process, and we’re learning by doing. Knowing it goes beyond the choice of materials, we’re committed to doing our best, season after season.

11/06/2025

It all starts with a mood (board) 🌺. From dreamy palettes to vacation-ready silhouettes, here’s how our design team brings Resort 2025 to life.⁠
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A whisper of fabric. A wave of impact.Viscose organza that flutters with intention
06/30/2025

A whisper of fabric. A wave of impact.
Viscose organza that flutters with intention

Made to move, never to blend in. Hand-placed ruffles dance to your rhythm, with raw edges adding just the right touch of...
06/28/2025

Made to move, never to blend in. Hand-placed ruffles dance to your rhythm, with raw edges adding just the right touch of edge.

Beach BTS 🤳
01/08/2025

Beach BTS 🤳

Flowing through the week like.. 💫🌊
01/07/2025

Flowing through the week like.. 💫🌊

The perfect balance of sophistication and movement. Discover our “Alaia” dress now 🌊
01/07/2025

The perfect balance of sophistication and movement. Discover our “Alaia” dress now 🌊

Dive into Resort 24’ 🌊🦪
01/07/2025

Dive into Resort 24’ 🌊🦪

Meet the Evanna Rope Embroidered Top @ Amur.com
01/07/2025

Meet the Evanna Rope Embroidered Top @ Amur.com

Discover our twist on the classics; Meet the Evanna Top and Mae Rope Embroidered Shorts Set rendered in the perfect shad...
01/07/2025

Discover our twist on the classics; Meet the Evanna Top and Mae Rope Embroidered Shorts Set rendered in the perfect shade of Inky Blue 🪢🦪

Meet the Evanna Rope Top @ Amur.com
01/07/2025

Meet the Evanna Rope Top @ Amur.com

Step into Resort with our vibrant Bubble Coral Print, grounded in hues of Atlantic blue
12/21/2024

Step into Resort with our vibrant Bubble Coral Print, grounded in hues of Atlantic blue

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475 10th Avenue
New York, NY
10018

Opening Hours

Monday 9am - 5pm
Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 5pm
Saturday 9am - 5pm
Sunday 9am - 5pm

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