Luré spray by Jay Smith
Luré
Luré is based on the French word lueur, which means a glimmer, glow, or faint light. It refers to a soft, shining light—often in partial darkness, which perfectly matches the mantra behind the label.
The spray combines the harsh, raw edge of graffiti and street art with the glamour and luxury reflected in the fabrics, shapes, details, and the label’s mentality.
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Durability
One of the main reasons for inventing the spray was durability and coverage. It is non-negotiable that it meets both requirements 100%.
Luré Spray by Jay Smith can be washed at 30°C inside out and ironed on the lowest setting, also inside out. It also works on dark fabrics, as shown in the pictures.
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Story behind the spray
The spray was invented after major failures and was followed by months of trial and error. Even talks with large manufacturers in this field didn’t help the process; rather, they made it seem even more unattainable.
It is not just a spray — it is a milestone, a monument to doing something knowing it has to exist and not giving up to take the easy path. The biggest lesson from the process was that you can achieve anything, but you have to truly want it, even at a point where continuing seems crazy.