Tough Luv is an independent LA-based label that merges art-inspired details with eccentric but fashionable silhouettes and soft cotton fabrics.

Tough Luv is an independent LA-based label that merges art-inspired details with eccentric but fashionable silhouettes and soft cotton fabrics. Founded by designer Elaine Lai in 2005, Tough Luv came from her desire for comfortable, casual clothing that still possessed character, attitude, and style. Each garment is dyed with premium treatments and then embellished by hand giving every piece its own individual identity and uniqueness while maintaining a soft, wearable feel reminiscent of a vintag...

Tough Luv is an independent LA-based label that merges art-inspired details with eccentric but fashionable silhouettes and soft cotton fabrics. Founded by designer Elaine Lai in 2005, Tough Luv came from her desire for comfortable, casual clothing that still possessed character, attitude, and style. Each garment is dyed with premium treatments and then embellished by hand giving every piece its own individual identity and uniqueness while maintaining a soft, wearable feel reminiscent of a vintage tee. Everything Tough Luv is hand-made in Los Angeles, CA by husband and wife duo, Jaroslav and Elaine.