LuBlue: A New Standard for Honest, Comfortable Fashion
In 2024, amid global crises and shifting political landscapes, a new clothing brand was born, focused on values that are becoming increasingly rare in today’s world. LuBlue was founded with a simple but powerful mission: to provide high-quality, comfortable clothing that respects both people and the planet. Offering an alternative to mass-produced fast fashion, LuBlue is centered on honesty, sustainability, and natural fabrics, including the brand’s signature material, terry cloth.
The Story Behind LuBlue
The vision for LuBlue emerged in a time of profound uncertainty, marked by global instability, political transition in the United States, soaring inflation, and escalating conflicts worldwide. Founders Miroslav Vorobyev and Anna Shtemenko, both immigrants and survivors of war, sought to create a brand that could offer a sense of comfort in an uncomfortable world. Their focus was clear: to provide garments made from natural materials that are not only comfortable but also ethically produced, offering premium quality at a fair price.
Owner’s Choice: Terry Cloth as Signature Fabric
Before synthetic blends and mass-produced fast fashion, terry cloth was trusted by families for its warmth, softness, absorbency, and authenticity. It wrapped swimmers on cold British coasts, became the uniform of comfort in countless homes, and carried a legacy of natural durability.
LuBlue chose terry cloth because it reminds people of something they’ve lost: real texture, natural fibers, and comforting weight, the opposite of the fast, disposable world around us.
Why LuBlue Stands Out
What makes LuBlue different from its competition is the brand’s commitment to ethical production and transparency. In an industry that often exploits low-cost labor and prioritizes profits over people, LuBlue refuses to follow suit. Instead, the brand focuses on fair pricing, ensuring that customers get the quality they deserve without inflated costs due to excessive marketing or advertising budgets.
The Digital Storm and the Fading Human Touch
At the same time the external world grew unstable, the digital world accelerated. Artificial intelligence reshaped identity, labor, and creativity, creating a hyper-connected but increasingly detached society. The concept of “touch grass” became a cultural necessity, a desire to feel soil, wind, sunlight, and fabric.
LuBlue lives in this idea, that clothing is not decoration, but grounding. Not performance, but comfort. Not noise, but silence.
“LuBlue is more than a clothing brand,” Miroslav says. “It’s a statement. We believe that there’s a better way to produce and consume clothing, one that is rooted in authenticity and care.”
A Brand for the Conscious Consumer
LuBlue’s ethos resonates with those who are tired of the fast-paced, disposable nature of modern fashion. The brand appeals to individuals who want to make conscious decisions about the clothing they buy, valuing quality over quantity and supporting a brand that is transparent and genuine in its mission.
“We create clothing we ourselves want to wear, warm, soft, slow, thoughtful,” Miroslav continues. “We price it honestly, with margins based on survival, not greed. We treat buyers as people, not as data points on an ad dashboard.”
Recent Recognition: Best Natural Fabric Clothing Brand in Florida
LuBlue’s commitment to sustainability and quality has earned the brand significant recognition. At the 2025 Evergreen Awards, LuBlue was named the Best Natural Fabric Clothing Brand in Florida. This prestigious honor acknowledges the brand’s dedication to using high-quality, natural fabrics like terry cloth in their collections. As a brand that prioritizes both comfort and eco-consciousness, LuBlue has become a leader in the movement towards more sustainable and ethically produced fashion.
A Commitment to Natural Fabrics
LuBlue’s focus on terry cloth, a centuries-old fabric known for its comfort, durability, and absorbency, has allowed the brand to create garments that offer long-lasting luxury without sacrificing environmental responsibility. By choosing natural materials, LuBlue ensures that their products not only feel good but are also made to last, offering an alternative to the fleeting nature of synthetic fabrics.
LuBlue’s Testimony and Future Vision
LuBlue is not interested in becoming another cold, profit-maximizing corporation. Miroslav and Anna say: “We are people, parents, immigrants, survivors of war, workers, creators, dreamers. We left one conflict only to witness another. And that taught us something fundamental: People need brands that protect them, not manipulate them.”
LuBlue stands for:
• Fair pricing
• Natural materials
• Long-lasting quality
• Transparency
• Human comfort
• Emotional grounding
For LuBlue, the future of fashion lies in the hands of those who are willing to make a conscious choice. Rather than contributing to the unsustainable practices of the larger fashion industry, the brand offers a way forward that is rooted in ethics, sustainability, and respect for the environment.
About LuBlue
Founded in 2024, LuBlue is a family-owned clothing brand based in Florida. Committed to offering high-quality garments made from natural materials, the brand focuses on comfort, fairness, and authenticity. LuBlue’s signature fabric, terry cloth, is a centuries-old material known for its softness, absorbency, and durability. The company seeks to offer an ethical alternative to fast fashion, focusing on honesty and transparency in both its products and pricing.
Media Contact
LuBlue
Miroslav Vorobyev
Email: loveyou@lublue.shop
Website: lublue.shop
Facebook: LuBlue Shop
Instagram: @lublue.shop