AMUR, a new brand of sustainability-conscious sportswear, has its purpose woven into its name — A Mindful Use of Resources.
Creative director Sofia Shannon will launch the AMUR collection for spring and she hopes it will remind shoppers that affordable, stylish items don’t have to come at the expense of the environment.
Growing up in Buenos Aires, she was introduced to art and sustainable living earlier than most, since her parents are architects and designers. With a design degree from the Universidad de Buenos Aires, she relocated to New York, working in such design studios as Ronny Kobo and Cynthia Rowley’s dress division, which was licensed to the JS Group.
Last spring, she started to develop the concept for AMUR, which focuses on sourcing materials that are good for the environment. Believing “nature is the ultimate luxury,” Shannon’s company plans to host flower arranging classes and organic cooking classes with shoppers in the months ahead. While sourcing materials, the company considers where the raw material comes from, as well as such questions as, “Does a mill implement energy-saving practices?” In doing so, it takes into account a garment’s environmental impact.
The company works with suppliers to create one-of-a-kind fabrics by starting with natural textiles for their airiness and ecological advantages. AMUR incorporates certified organic cotton and silk with staples like hemp and linen. The latter require little water or fertilizer to grow. The brand also includes forest-friendly cellulosic materials like cupro, a soft and silky fabric made from reclaimed cotton linter. The third pillar of the collection is regenerated textiles — waste material spun into fiber, used to form fine fabrics and trims.
To lessen its environmental footprint, AMUR uses organic and natural fabrics, reclaimed fibers that conserve material resources or trims made by artisan collectives in the developing world. With wholesale prices ranging from $180 to $495, the spring collection will total 80 styles divvied up across three deliveries.
At Coterie, Shannon expects an organic silk chinoiserie-inspired floral wrap dress with cutouts and a floral and geometric lace cocktail dress made from regenerated fibers to be popular. A few other key looks should be an ivory hemp silk blended pantsuit with high-waisted, wide-leg trousers and a straight-cut smoking jacket, an off-the-shoulder cherry blossom printed crop top with pleated sleeves and printed Seventies-inspired high-wasted flare-leg pants.