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As a family lifestyle business, LueL is run by Jelena and her daughter Sandra. Both talented in different areas and with different generational perspectives to offer, the two have everything that a competitive business demands. Working with high-quality linen and other natural materials, neutral colors, clean-cut lines and a focus on functionality, the two are redefining the modern linenwear aesthetic. LueL remains an independent brand led by Sandra and Jelena who pursue complete transparency in their work and are guided by strict ethical standards in producing each garment at their Vilnius-based atelier. In addition to helping run the family business, Sandra is an avid fashion academic currently studying for a PhD in fashion culture.

Our Mission

 Before we came along, linen garments were often folksy, expensive without designer's touch. The best in linen quality and design was often reserved for niche consumers – we are here to change that. With local partners supplying premium-quality linen, our vast know-how, clever pricing and minimalist designs, we have transformed the linenwear market forever. We believe that our premium fabrics and the talent that stands behind our brand are the best we can offer the world. Our mission is to create and deliver absolutely modern, clean-cut and intelligently marketed linenwear. We are here to innovate through ethical production,disrupt traditional fashion price formation and transform your linenwear experience.

Short story about LueL

Luel is a lifestyle brand founded in 2002 by designer Jelena Vainoreand her daughter Sandra Mockute in her native Vilnius.

Having built an impressive career working with linen and designing clothing, Jelena was ready to start with a clear vision for a powerful brand that could disrupt the linenwear market with garments that blended traditional craftsmanship with a contemporary cut.

Two seasonless Luel collections a year transformed the image of linen clothing bringing modernity, minimalism and elegance to a market stuck in its own traditions and thirsting for Jelena’s fresh ideas.

Because it is a pure, natural and practical material, there is global demand for linen in the womenswear and childrenswear market,and LueL works it guided by the timeless values of style, simplicity and quality, delivering garments with a strong touch of elegance perfect for both leisure and office wear.

With over 17 years of experience, Luel is growing as an affordable alternative for conscious, confident and freedom-seeking women looking to find clean yet innovative designs for both themselves and their children.

LueL’s mission and vision have global reach yet our company remains an independent family business that is committed to complete transparency, ethical production and sourcing of only the finest linen from local mills. 

We don’t deliver trends – we deliver conscious fashion, elegance, quality and the pleasure of being true to yourself.