LUC is a store made up of handpicked brands showcasing luxury essentials with an undone, contemporary edge.

Founded in 2021 when a need to return to all things that spark joy, community, love and kindness became apparent in a world so uncertain. When the world suddenly felt so much smaller, we needed to embrace quality, design, beauty, individuality and expression.

LUC houses brands under one roof from different corners of the world that all hold a common thread of incredible, clean design that emulate the importance of conscious consumerism.

Located in Wellington New Zealand the in-house brand LUC the label also produces four in-season collections per year that are luxury, everyday pieces independent of parameters whether that be seasons, age or industry trends.

Strong lines, quality tailoring and solid colour ways are a signature of LUC collections and are always aligned with the brand's philosophy of careful consideration and consequence through all lines of production.