We’re motivated by pleasure and move through life with the intention of enjoying it. We like when long dinners turn into late nights that turn into early mornings—and we’re not concerned if that means we’re a little tired in our 8am workout class, or if we cancel it altogether.

We follow the fun, live in the moment, and our North Star is desire. We believe in leisure as an art form and the beauty of balance, leading a life that’s polished but never rigid. Call it hedonism. Call it knowing what you like.

We call it the Sport of Loving Life.

When it comes to the clothing we produce, while we love the occasional adrenaline rush, we don’t think shopping for clothes should be one of them. We don’t believe in scarcity marketing tactics or limited edition drops, and each Lui piece is designed with intention and made to last. Our goal is to be a source of pleasure, never stress.