WE ARE LNDR
AND WE'RE HERE TO CUT THROUGH THE BLLSHT
LNDR was founded by 3 less-than-perfect women, without celebrity status. No Victoria Secret figures or instagram blue ticks. With less than 400 followers combined and not a six pack in sight.
Women that enjoyed working out - that grew up competing in sports, travelled parts of the world by foot and bike and found their way to London with a healthy addiction to workout classes.
All 3 worked in different aspects of the clothing industry - from product design and development to sales and retail. The team soon grew to include skilled individuals passionate about delivering better products.
BETTER PRODUCTS, BETTER FOR THE PLANET.
Initially we sold our products predominantly through high-end stores and gyms, such as Selfridges, Net-A-Porter and Equinox. This meant following the fashion calendar and producing new collections every couple of months. Fundamentally, the fashion industry is engineered around the need for ‘newness’ and most things for fashion’s sake, with heavy discounting to sell what people didn’t want, so retailers can bring in more newness. The waste and unwanted product is incredible with 30% of clothing going into landfill without ever being worn.
We decided this wasn’t where we wanted to be or how we wanted to operate. We believed in our products, and that we could create the best performance and active wear in the market, that would truly last, in style and quality. That over time, as innovations improved, we could make those styles even better - "better products, better for the planet" - ensuring people always felt amazing in our products even when punching out the sweatiest, most gruelling workout. The day of constantly creating new styles simply for the sake of newness (and the waste that followed) was over - at least for us.
WE MAKE LESS, SO WE CAN MAKE THEM BETTER.