When it comes to the premium clothing produced, we are consciously impelled to practice our responsibility to the planet. It is from an awareness of the damaging impact the fashion industry has contributed to the world that forms the foundations that established RURI.


Born from the awareness of how damaging the fashion industry is to the planet and a feeling of responsibility to make a change, RURI was created to challenge our culture of fast fashion and excess. Dedicated to creating sustainable and ethically produced fashion of the highest quality, RURI encourages consumers to shop less, higher quality and more consciously.

Every garment created by RURI is built to last. RURI’s ethos is to create timeless, versatile wardrobe staples which, through superior craftsmanship, are built to last, transcending seasons and steering away from fleeting trends. RURI encourages its customers to buy fewer, more carefully selected items, and to build a carefully-curated, versatile and minimal wardrobe.

In order to ensure the longevity of your RURI pieces, RURI offers advice on how to handle and care for your pieces in the most environmentally friendly way. 

Manufacturing Process

It is of the utmost importance to RURI that every garment is created as sustainably and ethically as possible. RURI has sourced and built relationships with factories and mills that are conscious in their production: from how they treat their employees, to their manufacturing practices

We work hard to maintain as close to a zero-waste policy as possible. Unfortunately fashion production can never be 100% sustainable, but we have worked hard to ensure that every step of the process is executed as close to this as possible. It is our moral obligation to understand our environmental impact and to try where we can to make a change. 

In order to achieve this we begin by buying only as much fabric as is needed, and use each piece of fabric to its maximum potential, carefully designing patterns for each piece to minimize the waste fabric. We try to use as much upcycled material as possible, and where raw materials are used, we have carefully sourced ethical and sustainable producers. 

The factories that we work with to create our garments are local and maintain practices to help reduce their impact on the environment. Recycling natural resources throughout the production process, cleaning and filtering waste water before returning it to the ocean and using air drying methods are some of the methods they use. 


We have set goals to achieve and maintain the use of natural and sustainable sourced fibres, such as organic cotton, silk, cashmere and tencel. Avoiding the use of synthetic materials like polyester and nylon unless recycled, is our way of striving to improve and do better every day.

At present, 40% of the fabric/yarns sourced are sustainably upcycled. We are putting strategies in place to increase this to 70%, to reduce the footprint we leave behind.

Our aim is to continually know where we stand as a company; in terms of sustainability and ethical practices, and we are constantly striving to be better.