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Tough Luv is a contemporary women’s fashion brand crossing the bridge between lounge wear and street wear. Effortless Attitude. Made in America. Tough Luv is the creation of designer Elaine Lai. After working for several well-known fashion brands in Los Angeles, she fell in love with the process of garment dying and the endless possibilities that could be achieved when subjecting finished garments to hand treatments and dyes. Combined with an eye for fine details, and a passion for music and art, the groundwork for the brand was laid. Enjoy Shopping on Our Website!