Our story

Lanugo was founded by Annette Elise Rye in 2006. Lanugo is a "lifestyle project" and our products are carried by values and personality. We are passionate about our luxury and classic designs and want to make a difference by dressing women nicely and making them feel confident and comfortable from the inside and out. We call it heartwarm luxury - our products are rooted in "feel-good", and heart, soul and originality are put into all our designs. 


Our products are designed with the heart and carried by values, aesthetics and enjoyment. We design clothes you will love to wear, and thereby create enjoyment from the inside and out. Engagement - We always see the highest in the customer – every customer is unique – we engage, adapt and give styling tips. Originality - We emphasize that our design is luxurious, conveniently casual, but with edge, and can be used in everyday life all year round. Lux for Less - We are committed to deliver as much luxury as possible.