Constantly confronting a changing world, London-based designer Marie Lueder started her brand in 2019 as a performance space that explores new male identities. Lueder's experience working as a tailor at the Hamburg State Opera informed this need for an emotional connection to create customized pieces. Her collections represent a hybrid linked to sportswear and functional aesthetics, complemented by maniacal attention to sartorial detail, originating in her education as a bespoke tailor mixed with recalling her passion for medieval silhouettes. LUEDER researches medieval armor based on the desire for shielding, freedom of expression, and bringing out their individuality. She references an annual medieval LARP camp she attended as a child festival in Hamburg, which has roots in medieval folklore, called Fasching, from which LUEDER draws continuous inspiration for her garments and the concept of humanity she strives to launch. To this vision of fashion that aims to unite past and present, LUEDER adds a sustainable attitude for the brand, as it produces using organic denim, recycled jersey, and regenerated nylon. In this regard, the London-based designer took part in Cambridge University's accelerator program for sustainable leadership.