Why We Do What We Do

Our Story

Our mission

Our mission is to lead positive change in the fashion industry. We work to promote responsible production & consumption by crafting beautiful & evermore sustainable treasures for daily life.

It all started in 2012...

Whilst LUXTRA was founded in 2018 by serial ethical entrepreneur Jessica Kruger, we trace our origins back to the heady days of Christmas 2012, when Jessica was at home in Sydney, Australia visiting her family for the holidays.

Her mother, Sheila (seen below with goats Freddie and Maria), was about to embark on a 6 month sabbatical in the US. She had decided to spend her time off volunteering at Farm Sanctuary in California: a happy forever-home for animals saved from factory farming. Jessica watched the documentary Forks Over Knives (part of Sheila's prescribed watching) to understand what her mother was embarking upon, and - hop! - one hour to the next, Jessica had joined her mother in adopting a cruelty-free, plant-based way of life.

01

Sheila heads to Farm Sanctuary

Leaving the family (and the dog!) home alone in Sydney for 6 months.

02

With her colleagues

Of the fluffy and non-fluffy variety.

03

She had a real soft spot for the Turkies

04

One of the sweet young rescue cows

Sheila's blog was peppered with references to just how big these factory-farmed animals grow, and how their joints struggle under the weight of their growth-hormone-pumped bodies.

01

Sheila heads to Farm Sanctuary

Leaving the family (and the dog!) home alone in Sydney for 6 months.

02

With her colleagues

Of the fluffy and non-fluffy variety.

03

She had a real soft spot for the Turkies

04

One of the sweet young rescue cows

Sheila's blog was peppered with references to just how big these factory-farmed animals grow, and how their joints struggle under the weight of their growth-hormone-pumped bodies.

Over the following years the idea for LUXTRA began to emerge: to create a conscious luxury brand that people could inherently trust to create beautiful, cruelty-free and sustainability-focused items.

In 2020 LUXTRA proudly certified as a B Corporation - a new type of company that balances purpose with profit. Becoming a B Corporation provides a tangible symbol of LUXTRA's dedication to using business as a force for good.

Jessica was also the founder of meat-free restaurant ETHOS, located in central London.

Meet The Team Behind LUXTRA

Jessica Kruger

Founder of LUXTRA, Jessica created the brand to enable people to wear and use beautiful products that fit with their values.

Proud Plant Parent

A big step in Jessica's life: she now shares an apartment with three lovely house-plants. So far, so good...

Jessica Kruger

Founder of LUXTRA, Jessica created the brand to enable people to wear and use beautiful products that fit with their values.

Proud Plant Parent

A big step in Jessica's life: she now shares an apartment with three lovely house-plants. So far, so good...

Chloé EB

Meet Chloé - our Brand & Impact Manager. When she's not wowing our customers by going above and beyond, you can find her working on improving our B Corp score.

Chloé hails from the French Alps but East London is now very much her home.

Affogato Afficionado

Chloé's favourite affogato is her mum's but the second best one can be found at The Gallery Cafe in Bethnal Green.

Chloé EB

Meet Chloé - our Brand & Impact Manager. When she's not wowing our customers by going above and beyond, you can find her working on improving our B Corp score.

Chloé hails from the French Alps but East London is now very much her home.

Affogato Afficionado

Chloé's favourite affogato is her mum's but the second best one can be found at The Gallery Cafe in Bethnal Green.

Brenda R

Brenda is in charge of all things marketing, social media and content at LUXTRA.

You'll often find her organising impromptu photoshoots with the team, capturing some candid moments on her phone.

Flower & Sun Lover

Brenda is obsessed with flowers (her words - not ours!) and a self-confessed heliophile... a.k.a she LOVES the sun.

Brenda R

Brenda is in charge of all things marketing, social media and content at LUXTRA.

You'll often find her organising impromptu photoshoots with the team, capturing some candid moments on her phone.

Flower & Sun Lover

Brenda is obsessed with flowers (her words - not ours!) and a self-confessed heliophile... a.k.a she LOVES the sun.