It started on the sales floor.
A clean, luxury answer for the shoes and bags worth protecting — built by hand, from the ground up.
The moment it started
“It started on the sales floor. Customers spending $2,000 on shoes and $3,000 on bags kept asking me the same thing — ‘What do I use to protect these?’ My only answers were sneaker sprays. There was no clean, luxury answer for the pieces they actually cared about. So I built it.”
— Jordan Khoury, Indianapolis
Protect what you wear.
The pieces you reach for again and again deserve better than a gamble every time it rains.
GUARD lays down an invisible, breathable finish so rain and everyday water-based spills bead and roll off — without changing the look or the feel of the material. It is water-repellent, never sold as oil-proof. We only ever claim what the bottle can do.
And it is built clean. No forever chemicals. Just protection, done cleanly — PFAS-free and non-aerosol from the very first bottle, because the answer for the things you love shouldn’t come with a compromise.
The founder
I’m Jordan Khoury, and I built GUARD in Indianapolis. I spent years in luxury retail, handing people shoes and bags they’d saved up for — and watching them hesitate at the door the moment the sky looked grey.
I couldn’t point them to anything I’d be proud to put my name on. So I made it myself: a premium, honest protector for the pieces people actually care about. Small-batch, considered, and held to the standard I’d want for my own closet.
The name
Guard is the promise — to protect what you wear, quietly and without fuss, so you can go out and actually use the things you love.
Khoury is the family name behind it. Putting it on the bottle is a signature, not a logo: a way of saying I stand behind every claim on the label, and behind every pair and every bag you trust it with.
The promise
We only claim what the bottle can do.
GUARD repels rain and everyday water-based spills. Always test on a hidden spot first. Water-repellent — not a guarantee against oil or grease.
That honesty is the whole point. No overpromising, no forever chemicals — just clean, dependable protection for the pieces worth protecting.
Spend 30 seconds protecting them.
You’ll spend thousands on the shoes. The rest takes half a minute and one honest bottle.