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The Brand

Lure is a socially inclusive menswear brand & online retailer based in the UK - founded in December 2020 and now selling Internationally. Our main markets are the UK, USA, Canada, Europe, Australia & New Zealand. 

Our footsteps begin in the LGBT community and we're on a mission to make sure inclusivity and diversity is the industry standard, not the exception.

We're working hard to make sure our social platforms represent the body diversity of our customers and we're aiming to be the No. 1 underwear brand for men. 

Lure is underpinned by its 3 key principles Style, Fit & Comfort.