Under the Radar

Trendiness score

51 of 100

Popularity score

54 of 100

Brand fans

Product saves

plush.com and 2 others favorited this brand

New York City

https://amur.com

Style keywords

Sustainable

Feminine

Modern

Luxurious

Statement

About the brand

AMUR is a sustainable fashion brand that stands for "A Mindful Use of Resources," founded by creative director Sofia Shannon with the philosophy that great style does not have to come at the expense of the environment. The New York-based brand focuses on creating one-of-a-kind pieces that strike a balance between beauty and environmental consciousness, using three main categories of materials: natural fibers, cellulosic materials, and regenerated fibers made from consumer waste. What sets AMUR apart is its commitment to creating fun, feminine, and novel statement pieces rather than basic wardrobe staples. The brand partners with artisan collectives worldwide, particularly through organizations like NEST, to support traditional craftsmanship while maintaining a luxury aesthetic. With customers ranging from ages 18 to 65, AMUR has become a favorite among tastemakers, influencers, and celebrities who value both style and sustainability.

New York City

https://amur.com

Instagram

61k followersOpen in app

What people are saying

Anthropologie

This brand believes great style does not have to come at the expense of our environment, and use sustainably sourced materials in the creation of their cool, contemporary and confident silhouettes.

Oct, 2025

Rent the Runway

This dress was a standout! Wore it to a wedding. Got lots of compliments. It's classy, classic, delicate & elegant.

Oct, 2024

Rent the Runway

The dress fit true to size. There is boning in the bodice and I did not need to wear a bra with it. Lots of compliments!

Oct, 2024

Rent the Runway

Fit great, felt great! Endless compliments and comfy all night!

Oct, 2024

Bloomingdale's

Founded in New York City, Amur, short for 'A Mindful Use of Resources,' was created with the belief that great style can be sustainable, too.

Oct, 2025

My Subscription Addiction

It's a beautiful dress, but way too hot and heavy for the summer. When I wore this to sit outside and watch a band one night, I almost fainted from heavy lining and non-breathable layers.

Sep, 2024

My Subscription Addiction

I got a 6 and it runs quite small. I had to take my arms out of the sleeves to drive my car, and really suck it in to squeeze into it at first.

Sep, 2024

My Subscription Addiction

The slit was soooo high and the dress was soooo shear, it was almost uncomfortable to wear out in public (but I did anyway).

Sep, 2024

Anthropologie

This brand believes great style does not have to come at the expense of our environment, and use sustainably sourced materials in the creation of their cool, contemporary and confident silhouettes.

Oct, 2025

Rent the Runway

This dress was a standout! Wore it to a wedding. Got lots of compliments. It's classy, classic, delicate & elegant.

Oct, 2024

Rent the Runway

The dress fit true to size. There is boning in the bodice and I did not need to wear a bra with it. Lots of compliments!

Oct, 2024

Rent the Runway

Fit great, felt great! Endless compliments and comfy all night!

Oct, 2024

Bloomingdale's

Founded in New York City, Amur, short for 'A Mindful Use of Resources,' was created with the belief that great style can be sustainable, too.

Oct, 2025

My Subscription Addiction

It's a beautiful dress, but way too hot and heavy for the summer. When I wore this to sit outside and watch a band one night, I almost fainted from heavy lining and non-breathable layers.

Sep, 2024

My Subscription Addiction

I got a 6 and it runs quite small. I had to take my arms out of the sleeves to drive my car, and really suck it in to squeeze into it at first.

Sep, 2024

My Subscription Addiction

The slit was soooo high and the dress was soooo shear, it was almost uncomfortable to wear out in public (but I did anyway).

Sep, 2024