Heurueh began when faux fur designers for the industry felt that luxurious faux fur material was not being utilized in a lifestyle brand that reflected their needs living in the city.
They started by using LUXE and COLORFUL faux furs in a collection made for their multi-faceted fast paced lives. Styles that could be worn to the office, parties, and errands- all within a day- with details that made them PRACTICAL and STYLISH.
Focusing on their personal aesthetics of ANDROGYNOUS street influenced silhouettes, designer aesthetics and quality, and love of juxtaposition.
Heurueh began as a movement to blur the lines of casual vs upscale and masculine vs feminine ; to reflect the generation that believes in being your true self in all aspects. A life without boundaries.
The foundation of the brand started with an oath to remain cruelty free, ethical, with full factory transparency, and a vision to pursue sustainability and keep up with innovative industry practices.