BALR. is an international luxury lifestyle brand that stands for high-end fashion, travel products and accessories for men and women. The Netherlands-based brand offers a comprehensive line of quality products that inspire a BALR-style life. are. BALR. Founded in 2013 by Demy de Zeeuw, Juul Manders and Ralph de Geus, it is a modern lifestyle brand. A high-performing company that knows what its young, demanding audience wants, and puts the luxurious lifestyle of exceptional athletes within reach of all those who work hard to make their dreams come true.