AMUR is a clothing collection created in New York City that 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.
Sustainably sourced materials fit effortlessly into a modern urban lifestyle, while the details—vivid prints, sharp tailoring, a dash of feminine flou—lend each piece an element of novelty and adventure. These are silhouettes for a contemporary woman confident enough to live conscientiously and carry a look from day to night with ease.
Creative director Sofia Shannon worked for several New York fashion labels before creating AMUR. “Nature,” she says, “is the ultimate luxury.” The interplay between creativity and the environment is essential to her worldview.
That approach lies at the heart of AMUR’s design process, which focuses on the fabric: All materials are sourced with an eye toward environmental good, whether organic and natural fabrics, reclaimed fibers that conserve material resources or trims made by artisan collectives in the developing world. While it’s an evolving process, one we’re continually striving to improve, each piece in the collection embodies a singular philosophy: that mindful living will always be in style.
Our philosophy originates with a shift in our thinking—about the way we design, the materials we select, and their impact on the environment.
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.
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 hemp 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. Where does the raw material come from? 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.
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.