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