RURI is a brand focused on promoting a sustainable lifestyle through high quality, beautifully crafted clothes made from responsibly sourced fabric.
RURI’s aim is to reduce the usual waste generated by seasonal fast fashion, and create timeless pieces through classic designs and the use of high quality, eco-friendly and sustainable fabrics.

As a brand based in Hong Kong, RURI is committed to the promotion of a locally sustainable lifestyle. We are very supportive of our unique traditions and nature, of which Long Valley is one.

Long Valley is one of the largest agricultural freshwater wetlands in Hong Kong. Situated in the northeastern New Territories, it is the most important remaining agricultural wetland in Hong Kong.
Long Valley consists of wet and dry farmlands, water channels, ponds, shrubs and rice paddy fields. The diverse vegetation supports at least 316 bird species, which is more than half of the bird species found in Hong Kong. Not only that, but the wetlands play an important role for the reproduction of amphibians and dragonflies, as these animals live a biphasic life, metamorphosing from water dwelling larvae and tadpoles to frogs and dragonflies. Included amongst the numerous species of animals living in Long Valley is the endangered Chinese Bullfrog.  


Recently, this well known and ecologically important wetland has come into the limelight due to threats of development proposals.
In 2000, the Kowloon Canton Railway (KCR) proposed to develop the Lok Ma Chau Spur Line, which would mean that a railway bridge would cut through the core area of Long Valley. The viaduct construction would change the topography of Long Valley, therefore damaging the natural habitats and consequently reducing the biodiversity, especially the bird population. Luckily, due to a public backlash to this proposed project, the government rejected the KCR proposal and an underground solution was established to minimize the environmental impact-effects.

In 2004, Long Valley was classified as one of the 12 Priority Sites for conservation. In 2005, the Conservancy Association and the Hong Kong Bird Watching Society partnered up and carried out habitat management, conservation and environmental education in Long Valley.  


Rice paddy fields were once widely cultivated in Hong Kong, and as a result there was an abundance of the yellow-breasted bunting, also known as the “rice bird”. This bird is a common delicacy found at local markets and at traditional restaurants. Due to habitat loss in the 1980s as a result of a decrease of paddy fields in Hong Kong, and poaching activities, the Yellow Breasted Bunting has been reclassified from ‘Least Concern’ to ‘Critically Endangered’ in the past 14 years.

The rapid decrease of the population of the Yellow Breasted Bunting was acknowledged by the International Bird Conservation Group, and so in order to attract the bird back to Long Valley the Conservancy Association and the Hong Kong Bird Watching Society ensured that paddy fields were reintroduced to Long Valley. In order to benefit the farmers of Long Valley, the rice is harvested, processed and sold as ‘Eco-rice’.

Following the regeneration of the paddy fields in Long Valley, the Hong Kong Bird Watching Society has recorded an increase in the number of Yellow Breasted Bunting. 


As Long Valley is of high ecological value, the government has decided to develop the Long Valley Nature Park. Hoping that more conservation efforts can be made by the government to conserve and enhance the biodiversity in Hong Kong, enhancements and construction have already begun for the Long Valley Nature Park, which is scheduled to open in 3 years.

It is not yet the end of Long Valley, and hopefully it is simply the beginnings of a new conservation method for this beautiful, agricultural, freshwater wetland in Hong Kong. As with RURI, it shows that it can be so simple to live a more sustainable lifestyle and to protect our environment, if we only make the effort. 

All photos by Daphne Wong and James Kwok.  Thanks to Wildlife Avengers.
Visit their Instagram to view and explore more stunning photos.
@daphnewongphoto | @jameskwok_wildlife | @wildlife_avengers