Dur Doux (hard, soft) officially launched in 2013, is an "affordable luxury lifestyle brand" offering women's ready to wear. The brand competes with established luxury fashion brands, to provide women luxury, well made but unique garments constructed at sensible retail prices. The label reflects a fresh perspective and refined vision of trends in the fashion world.
Dur Doux clothing looks and feels like luxury with a touch of Avant-Garde sensibility. Inspiration from the line comes from the blending of fashion cultural diversity into the "global fashion look". The typical Dur Doux woman is strong, self assured, sexy but classy and elegant. Dur Doux style mixes and delicately balances contemporary, edgy, elegance, and innovation.