About
Long before PROLURE became a brand, there was a dream.
Growing up, Founder & Designer Damarkus Hinson always had an interest in art and fashion. Creating, designing, and imagining clothing was something that had always felt natural to him. But for a long time, it was simply a dream.
In 2023, during his sophomore year of college, that dream became an idea.
PROLURE started as nothing more than notes written on his phone — a name, a concept, and a vision for something he wanted to create.
That idea continued to grow.
In 2025, with the help of Co-Founder and Designer Gibson Lee, PROLURE officially became an independent alt streetwear label; built around the same belief that started it all: you don't have to fit in to stand out.
Today, PROLURE exists as a space where art, fashion, nostalgia, and individuality collide. Every collection is another chapter. Every piece carries part of the story. And the story is still being written.
WHO ARE WE?
Damarkus Hinson — Founder of PROLURE. He leads the brand’s creative direction, develops each collection, designs the pieces, and oversees every drop.
Gibson Lee — Co-Founder, Photographer, & Head Designer. He brings the visual identity of PROLURE to life through photography, videography, editing, campaigns, and lookbooks.
HOW WE WORK
PROLURE is produced in limited runs rather than mass-produced and stored in a warehouse. Each drop is made with intention, which means orders typically take three to four weeks to complete.
When a piece sells out, it may stay sold out.
Every graphic is designed in-house. Every collection is built with purpose.
FALL INTO YOUR ALLURE
Fall Into Your Allure means embracing what makes you different — the things that make you unique, impossible to ignore, and unapologetically you.
You wear PROLURE.
You don't follow the rules.
You become the allure.
STAY CLOSE
New drops, releases, and updates are shared with our mailing list and Instagram first. With limited production runs, pieces can move quickly.
For collaborations, creative opportunities, or business inquiries: