Inside Amur, a new sustainable line inspired by a career in ‘harmful’ fashion

Inside Amur, a new sustainable line inspired by a career in ‘harmful’ fashion
By Bethany Biron.

Sofia Shannon, creative director of Amur, didn’t set out to create a run-of-the-mill sustainable fashion company, but rather a brand with a collection of one-of-a-kind pieces.

Though Amur — which stands for A Mindful Use of Resources — launched its first collection in spring, it’s already found its way into the closets of celebrities and fashion influencers, including Vanessa Hudgens and Olivia Palermo. This is in part thanks to Shannon’s flare for design, cultivated during previous design roles at Ronny Kobo and Cynthia Rowley, and it’s also tied to her use of natural or recycled fibers throughout her collections.

The New York–based company sells online and in select boutiques to a wide array of shoppers; according to Shannon, its shoppers’ age range spans from 18 to 65. This points to the resonance of Amur, which is determined to prove that sustainable pieces can be as stylish as any.

Read more at Glossy.

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