It’s got to feel right

We’re a Danish clothing company and, since 1987, we’ve been working under the mantra ‘It’s got to feel right.’ For us, that means our clothing has to be comfortable to wear, and produced with sustainability in mind. It’s got to feel right – all the way from the beginnings of a design to the finished product you hold in your hands.

We have more than 30 years’ experience behind us, but we’re constantly trying to evolve and improve. That applies in particular to our approach to products, suppliers, customers, colleagues and, last but not least, our surroundings and environment. The mantra ‘It’s got to feel right’ is equally important in every aspect of our business. It feels rights for us, so we believe it will for you too.


Timeless and well-thought-out design

We design two collections a year, brimming with timeless styles good enough to be loved and worn season after season. But even when creating the best versions of every wardrobe’s classic basics, such as feminine blouses, sharp blazers and comfortable trousers, it’s always with current trends in mind.

All of our products come into existence with a fundamental focus on fit and comfort, because we believe durable products deserve well-thought-out design. Responsible production and respect for the materials we use are a natural part of our design philosophy. LauRie is made for fashion-conscious women of all ages, who appreciate unprecedented quality and unbeatable comfort.

We are designed in Denmark, produced in Europe and loved by women all over the world. Today, you can get your hands on LauRie clothing at more than 1200 retailers in over 20 different countries. See where here

You have to feel comfortable

You can’t say LauRie without saying trousers, and we’re proud to be able to present Northern Europe’s largest selection of basic trousers. Our dream is for women of all shapes and sizes to feel comfortable in LauRie, and we go to great lengths for the ultimate fit. Our designer draws on more than 30 years’ experience each time she tests and amends a new LauRie collection.

Today, LauRie’s reliable fit is a must for a multitude of women across the globe. We feel confident that with sizes 32–56, nine different silhouettes and many different lengths and qualities, we have at least one pair of LauRie trousers for every woman.


Patented technology

Our meticulous approach to fit was the starting point for the development of our patented Magic Slim technology, which tethers the front of the trousers through the pockets, ensuring a flattering shape without feeling tight. It took us a full year from the original idea to the finished product, as nothing was left to chance. All that means for you is that we can bring you trousers to highlight your best assets. Discover our selection of Magic Slim here.


What is sustainability?

The word sustainability is cropping up everywhere. But what does it mean to say that your LauRie clothing is sustainable?

Sustainable clothing is produced using textiles that are strictly controlled in terms of the raw materials they’re made of, how they’re processed and the impact they have on our environment. The textile industry is one of the worst culprits when it comes to pollution of our environment and poor working conditions. We want to help put an end to this.

No harmful chemicals

LauRie creates quality clothing that’s sustainable with regards to design, choice of materials and production. Conventionally produced clothing often contains residue from chemicals that is gradually released as the clothing is put to use. This chemical residue ends up inside the person wearing the clothes. As the first women’s fashion brand in our home country of Denmark, we were certified by the STANDARD 100 by OEKO-TEX® in 2016. That’s your guarantee that OEKO-TEX® certified clothing from LauRie is kind to both your skin and the environment. You can therefore be confident that even the zip in your new OEKO-TEX® certified LauRie jeans has been produced without harmful chemicals.

In addition to producing durable, quality clothing, we also support various good causes. We have joined the UN’s Global Compact, an initiative fighting to promote human and labour rights, environment protection and anti-corruption. We also work closely with the Business Social Compliance Initiative (amfori BSCI), where we strive towards improvements in human and working rights in the production of our own clothing.

We’ve taken action so you can sit back and enjoy the feel of a sustainable choice on your own body. It’s good for you, good for the people who produced the clothing and good for our planet. Sustainable fashion should be easy. With us, it is. We know the perfect pair of trousers won’t change the world, but LauRie is a good place to start.