Dutch brand studio .ruig has been a pioneer since its inception in 2009.Rather than let fleeting fashion trends dictate them, designers Klaartje Glashorster, Inge Hendriks, and Sophie Soons created a universe of timeless style. In doing so, studio .ruig has become a beacon of peace and tranquility in today’s hectic fashion world.
Motivated by their intention to create an enduring and sustainable brand, studio .ruig has evolved past the concept of seasonal collections. Their philosophy is to build upon what is good, perfect that and gradually fade away the items that have outgrown their relevance. Instead of stimulating overconsumption or generating confusion in consumers who are constantly forced to reinvent themselves, studio .ruig stays true to its minimalistic, feminine style. So rather than starting from scratch every season, new items are added on a continuous basis, growing a collection of timeless pieces that can be endlessly combined.
Because they are not distracted by fast moving trend cycles, the team behind studio .ruig is able to dedicate their time and energy to thorough research of fabrics and materials and the most sustainable ways to produce. Their dream is to help transform the fashion industry so that its professionals feel fulfilled knowing they are creating positive impact, and consumers are free to express their own personality and to enjoy their clothes on a daily basis for many years to come.