WHAT IT IS?
‘Keur’ is a French fashion brand that specializes in hand-embroidered apparel which honors artisanal, traditional and familial values. It has a sentimental story behind it. It all started in the 90s. A grandmother who loved to embroider taught her granddaughter, Eva, the skill. Eva’s effort was not in vain. In 2014, she made her first heart embroidery, which was dedicated to her boyfriend as a declaration of love. Two years later, in 2016, and thanks to the Parisian concept store Colette and a collection designed for American Apparel, ‘Keur’ was launched in Paris.
WHY IT´S COOL?
Keur provides a precious service. Embroidery is an ancient practice, perhaps a little tedious. Far from the fast-paced modern world, embroidery is an art form that only a few people can master, considering the time, patience, and creativity that is required. Keur is very selective with choosing its embroideries. They really put their hearts into it. Far from mass production, the business certifies quality of work, of materials and a quite premium result.
Aside from the brand’s seasonal collection, Keur offers customers a personalized experience. Their logo — a red shaped heart -, can be personalized with a quote or name of your choice. Even your own photos or artworks can be embroidered, Anything you desire can be fulfilled by Keur! Keur, the Queen of Crafted Personalization!
WHY IT HAS FUTURE GROWTH POTENTIAL?
Keur is the perfect example of younger generations reviving traditional knowledge. Eva, the founder, has proven that you can learn from your passion and thrive. The brand always comes up with the next great idea for making each piece of clothing as distinctive as possible. They expanded the concept through collaborations with bigger brands such as ‘Colette’, ‘Le Bon Marché’ and ‘Bonpoint’. These traditional brands integrate the Keur concept as an exclusive capsule. In the hospitality world, a similar concept could offer workshops and make the guest’s experience memorable. New collaborations could take form as small events and the guests will go home with a unique souvenir. Keur is ideal for this, since hand-made is a luxury that can be explored and marketed as a memorable experience at many levels.
For further information about Keur please visit https://www.keurparis.fr/