About Us


  Welcome to Éló Apparel Ltd. (pronounced as “E-Lui Apparel Limited), This will be your number one source to fashions newest freshest streetwear brand. We're dedicated to providing you the very best of apparel and accessories with an emphasis on quality, creativity and craftsmanship.

   Founded in year MMXX, Éló Apparel Limited & Élóra Suréne has come a long way from a simple idea to what it is today. When the founder, Regg Lovell, first started out as a graffiti artist in 2001, his passion for art, life, creating and curiosity for the unknown is what drew him to Streetwear, graffiti and skateboarding in Southern California. Fast forward to 2020, what was once a pass time gradually became a purpose. Now, leaving a legacy for future generations to adopt is what primarily drove him to start his own business and future foundation to support and build sustainable housing.

  Élóra Suréne Limited Series is the official brand, while Éló Apparel Ltd. is the online shop. The brand aimlessly sets a credential for the desire of life with a strive for purpose, direction and fulfillment.

  This is a streetwear brand created for the open minded individual and has been produced to touch all shades of society with a clear understanding of self-love, self-expression, self-actualization and creativity.

  Meaning behind the name can be summarized into 3 parts. Éló, a word taken from the Hungarian language, which means “to live”. RA in Élóra is the Ancient Egyptian deity, God of Sun and creator of all things. Suréne represents the word serene, which signifies peace and tranquillity. Élóra Suréne means “to live under god in one peace.” 

  We hope you enjoy our product and designs as much as we enjoy creating them for all of you. If you have any questions or comments, please don't hesitate to contact us.


Sincerely Yours,

Have Nots