Rough lux is not rough at all; it’s all in the positioning.
This trend spans from clothing, travel, packaging, and home goods to dining. It’s the food we eat and how we shop! Some well known brands leaders are Toms, Seeds of Change to Anthropologie, which has done a perfect job of embracing rough lux as a life style. While this cross-generational trend has been around for years it appears to be lifestyles shifting that this new generation of lux consumers are sowing for deep roots. It’s bespoke, crafted, organic, farm to table, know where it’s made grown, raised, know it’s maker and purchase it locally. Price is not the concern when this segment shops based on values and relationships. Deep pocket purchases are validated with a sense of pride.