Behind the Seams: Lur Apparel

"Never sacrifice your values, but spend the time and effort to learn about your industry, look at it as a journey. It does take time..."

The Snapdragon Top, made from Reparel™ fabric in socially compliant facilities in Guatemala.

Today we chat with Mark Heiman, co-founder of  Lur Apparel. Read how he answers our questions and explains how the Triple Bottom Line framework of People, Planet and Prosperity fits into his apparel business.

What inspired your brand mission?

We saw a lot of things in the apparel industry that desperately needed to change - from better, safer facility management to improving manufacturing processes so that they were more sustainable and kinder to the earth. When we launched lur® apparel we did so with a code of conduct for our production facilities. Manufacturing our products in facilities that agree to this code isn’t the least expensive option, but we do it because it’s the right thing to do. Ultimately, we strive to answer the tough questions about our practices with confidence by putting people and planet first, even if it means we’re not the least expensive manufacturer out there. We are by no means perfect or alone in these efforts, but we are taking this simple step, along with giving back to the communities we work in, to be a small example of how the industry can grow a tide of prosperity rather than a tidal wave of despair.

What have been the greatest challenges in your business?

This could be a very long answer, but I'll try to be succinct. First, we established from the start that WE ARE COMMITTED 100% TO GIVING THE BEST QUALITY AND SERVICE TO ALL OUR CUSTOMERS, ALL THE TIME. We receive many compliments about the quality of the workmanship in our products as well as the service quality we provide. If there are issues, and even though they are rare, they do happen - we honor the customer relationship and provide hassle-free correction to whatever the issue is. It's in everyone's best interests to have quality products that sell in our customers' stores and we agree and respect that.

The first major and ongoing challenge is making sure that the values and practices of everyone in our supply chain are consistent with our mission and values. This means that we spent a lot of time meeting with suppliers, from the fiber producers, yarn spinners, finishing facilities, and cut and sewing facilities. Physically experiencing, seeing and qualifying each aspect of the supply chain took quite a bit of time (and still does) on an on-going basis.

I came from the textile industry and Alan Brown, our co-founder, has a web development business, and neither of us had experience in the fashion industry. Our first products were t-shirts and hoodies and we were going to women's fashion markets. Understanding the seasons, the sizing, and the colors are an on-going growth and learning process. Also, aligning our new product development timing to the seasonal markets has been a learning experience. We feel it is very important to listen to our customers and prospects and we always take what we hear seriously and constructively. We have made some major changes to our sizing in our new products and returning and new customers have appreciated that we listened. 

I think another major challenge is the amount of greenwashing that occurs in the industry and finding the best way of communicating and educating the consumer that their conscious purchasing decisions do make a difference - in other words, encouraging consumers to read beyond the tag lines.

What have been the greatest rewards?

Listening and learning and seeing the fruits of our efforts appreciated which in turn allows us to fulfill our mission and support our non-profit partners, Friendship Bridge and Miracles in Action. Also, we have met so many wonderful people and have established not just relationships, but friendships with our manufacturing and customer partners.

What life experiences have shaped where you are at this point?

I was brought up in a family of Holocaust survivors and this life experience passed on to me from my grandparents and parents taught me about work ethic, honesty, compassion and my responsibility to do what I can to leave a positive impact to the world. I also lived and travelled in the developing world and witnessed how the majority of the people on earth struggle to survive each day and if I can make even the smallest contribution to changing that, I would do it.

Who has inspired you that you consider a role model?

My parents, grandparents and my wife for starters and the many people that have touched my life.

What advise do you have for aspiring Eco-Entrepreneurs?

Listen and learn and don't hold on to sacred cows. Never sacrifice your values, but spend the time and effort to learn about your industry, look at it as a journey. It does take time...

Find out more about Lur here:  http://lurapparel.com/