HEURUEH /hoo-roo/

noun
Colorful, effortless, and cruelty-free brand launched in 2015.

Derivative: French “heureux,” meaning “happy.”

Heurueh was born from the belief that luxurious faux fur deserved more than a fleeting seasonal moment. Our founders—designers who had long created faux furs for the industry—recognized that this material had yet to be celebrated in a lifestyle brand that spoke to the realities of modern city living.

From the beginning, Heurueh embraced colorful, luxe faux furs, reimagined into styles that move effortlessly through a fast-paced, multifaceted day. Pieces that transition seamlessly from office to errands to evening gatherings, balancing practicality with bold, stylish details.

Rooted in an aesthetic of androgynous street influence, refined design, and quality craftsmanship, Heurueh celebrates the beauty of juxtaposition—casual vs. upscale, masculine vs. feminine—reflecting a generation that values authentic self-expression without boundaries.

At its core, Heurueh stands for more than style. The brand was founded on an oath to remain cruelty-free and ethical, with full factory transparency and a vision to pursue sustainability and innovation. Every collection reflects not only our love for fashion but also our commitment to a future where luxury and responsibility coexist.