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Celebrate RURI’s 4th anniversary with a new-in sustainable collection!

By Localiiz Branded | 30 September 2022

Header image courtesy of RURI

Fashion and lifestyle brand RURI celebrates its fourth anniversary on 22 November! As a treat to usher in this milestone, there are exciting things coming up for the brand, such as the launch of its new capsule collection and discounts for you to take advantage of.

Its name derived from the Japanese words for handcrafted glass and blue colour (琉璃 るり), RURI is the brainchild of fashion veteran Dawn Lee. RURI takes pride in its “less is more” approach, inspired by minimalist aesthetics and no-fuss design. Offering a range of products such as ready-to-wear clothes, accessories, and homeware, nothing is more important to the brand than using high-quality materials while keeping the environment in mind.

Photo: RURI

About RURI

Since its establishment in 2018, RURI has encouraged consumers to shop less and to invest in more consciously sourced and sustainable clothes made with high-quality craftsmanship. It is this mission to challenge the culture of wasteful fast fashion that drives RURI to create garments which will become staples in your wardrobe, no matter the weather and season.

Even with trendy clothing flooding the market and big brands teaming up for limited-time collaborations, RURI sticks true to its DNA: stripping down to the essentials without compromising on quality. We can all benefit from the classic and timeless pieces from RURI’s collection, no matter the occasion. With each product carefully designed to minimise waste, we are essentially playing our part in making the world more liveable for generations to come and making better decisions with our purchasing power.

Photo: RURI

Approach to sustainability

What do you get when you combine quality and simplicity? RURI has designed a collection that is compatible with the modern person. Well aware of the negative impact the fashion industry has on the environment, RURI actively combats waste in the production of its fashion items, using mostly materials made from regenerative plants and upcycled and post-consumer waste. Aside from new sustainable fabrics, the brand also uses unwanted deadstock materials in its production, breathing new life into them.

RURI practices what it preaches, starting with the most fundamental aspect of production: manufacturing and designing the collection. The brand targets to reduce its carbon and water footprint by producing locally and working with partners that share the same vision of being as eco-friendly as possible. Going green when it comes to fashion doesn’t have to be a chore—it can be stylish, too, and RURI is proof of that.

Photo: RURI

Particularly, RURI’s denim partners collect used water from the washing process during denim production. This water is cleaned, filtered, and then returned to the urban sewage system for processing. The materials used in producing garments are also carefully sourced, prioritising raw materials from producers using ethical and sustainable practices, and maximising upcycled and recycled materials as much as possible. 

RURI also has a lot to offer to Hong Kong, the city where it’s based. It works with WWF to raise awareness of the damage done to the city’s environment and supports like-minded organisations that are also working towards bringing about change to help save nature.

Just as every one of us has the responsibility to ensure that the planet is liveable for the next generation, RURI believes that it has to make use of every possible opportunity to protect the planet. Even the smallest change can snowball and make an even bigger impact.

Photo: RURI

The new capsule collection

As part of its fourth anniversary, RURI is releasing its new-in sustainable capsule collection! Designed with the wearers in mind, the new creations are focused on relaxed, minimal, and effortlessly chic silhouettes, made up of items that can be easily thrown on at the start of a busy day or before heading out for a casual meet-up after work. The pieces work perfectly throughout the day, created with fabrics that are friendly to the environment.

The highlight pieces

The Adalyn skirt speaks to RURI’s ethos of chicness and comfort rolled into one. The ultimate essential and versatile piece to have in your wardrobe, it can be easily styled and worn on any occasion. The design features a deep ruching trim along the hip that eventually becomes an open slit for easy wear. This cosy item is made from upcycled fabric Lyocell, which is a sustainably forced fibre that is both eco-friendly and even biodegradable.

Oversized and comfort go hand-in-hand, and if you mix the two, you have the Kyla cape. The piece bears an oversized silhouette with a wide symmetrical hem and matching Merino wool ribbed cuffs complete with a contrasting cream double stripe. This staple offers practicality and elegance and is made of used pre-consumer upcycling materials.

If you’re on the hunt for a piece that complements your movements during a workout, look no further than the Willow shrug. The relaxed silhouette has a contrasting navy binding along the seams, with the Tencel and Merino wool materials ensuring a comfortable fit.

When the temperatures start to dip, we all need a reliable pullover in our rotation. Made with Lyocell, the Mia jumper pairs perfectly with day-to-day outfits and feels super soft on the skin. The added ruching on the sleeves is a subtle detail that you will love.

Photo: RURI

“RURI” x collaborations

Sustainability shouldn’t be about competition, and if a product is kind to the environment, more people should know about it. That’s why RURI is not only a producer of sustainable products but also a platform for other like-minded, sustainable brands to share and promote their own wares, all in a bid to promote eco-conscious practices and mindsets.

In RURI’s home collection sits the artisan sea salt sustainably produced on Yim Tin Tsai, the small Hakka island in Sai Kung with a history of salt-making. Adopting traditional salt-making techniques to this day, sea salt from Yim Tin Tsai consumes minimum energy and only uses natural resources in its production. Sustainable in more ways than one, this salt also preserves and promotes an endangered traditional craft dear to Hong Kong.

Similarly, RURI x Invisible Company provides shoppers with sustainable alternatives that are plastic-free, compostable, and water-soluble! For your furry friends, the Invisible Poo Bag is also flushable and biodegradable. You will also find RURI’s Upcycled Silk Bandanas packaged in “invisible” bags, truly taking sustainability beyond production and product. RURI is supporting local animal shelters, such as the House of Joy and Mercy (阿棍屋), by contributing the profits made through RURI x Invisible Company’s poo bag and RURI's silk bandanas to animal protection.

Head on over to RURI’s website to browse a plethora of sustainable products that the brand recommends and transform your home into a sustainable haven today!

Photo: RURI

Exciting discounts

If you’re eyeing RURI’s new releases, now’s the perfect time to shop! Join in the brand’s fourth-anniversary festivities and enjoy a 15 percent discount on the New Capsule Collection with the code RURI15 from 30 September to 16 October 2022. With every purchase, RURI will pledge to donate 15 percent and an extra 10 percent to WWF for a good cause.

Established in 2018, RURI is a fashion and lifestyle brand dedicated to creating high-quality sustainable fashion and benefitting the environment in its mission. Drawing inspiration from a timeless, minimalist aesthetic, its collection of ready-to-wear clothes, accessories, and home products are designed and created to the highest and most sustainable standards for the modern person on the go.