RESPONSIBLE
FOR
OUR
PLANET
HOW WE CARE
RURI was founded on a deep awareness of the fashion industry's damaging impact on the planet. Driven by a sense of environmental responsibility, we are committed to producing premium clothing that minimizes harm to the Earth. Our practices are guided by a conscientious approach, one that places the health of our shared planet at the forefront. It is this ethos – a dedication to sustainable fashion – that serves as the bedrock upon which RURI was established.
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TIMELESS WARDROBE ESSENTIALS
At the heart of RURI's design ethos is a commitment to longevity and versatility. Our premium garments are meticulously crafted to stand the test of time, transcending passing fashion trends and seasons. By focusing on timeless wardrobe essentials, we empower our customers to build a thoughtfully curated closet, one that eschews the fleeting in favor of the enduring.
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QUALITY & DESIGN PHILOSOPHY
RURI believes in the power of less. We encourage our customers to invest in fewer, higher-quality pieces that can be seamlessly integrated into a versatile wardrobe. Through superior craftsmanship and a minimalist design approach, our garments are designed to seamlessly transition across contexts, from the office to the weekend and beyond.
This design philosophy is rooted in our deep respect for the environment. By creating clothes built to last, we aim to reduce wasteful consumption and the strain on our planet's resources. It is our hope that RURI customers will cherish their purchases, wearing them season after season with pride and confidence.
SUSTAINABLE TEXTILES
We are committed to minimizing our environmental impact through the use of natural and sustainable fibers. Our fabrics and yarns are carefully selected to prioritize materials such as cotton, silk, cashmere, and Tencel. Whenever possible, we avoid the use of synthetic materials like polyester and nylon, unless they are made from recycled sources.
As of now, 40% of the fabrics and yarns we source are sustainably upcycled. However, we are actively working to increase this percentage to 70%. This strategic shift will allow us to further reduce the environmental footprint of our collections, reflecting our ongoing drive to improve our sustainability practices.
By prioritizing natural and recycled materials, RURI is taking concrete steps to lighten our impact on the planet. It is this unwavering commitment to responsible sourcing that forms the foundation of our design ethos and manufacturing processes.
ETHICAL CRAFTSMANSHIP
We believe that responsible fashion must go beyond just sustainable materials. It is of the utmost importance to us that every garment is created through ethical and conscientious production practices.
To this end, we have carefully sourced and built relationships with factories and mills that share our commitment to social and environmental consciousness. From fair treatment of employees to sustainable manufacturing processes, our production partners are vetted to ensure they meet the high standards we have set for ourselves.
By prioritizing ethical practices throughout our supply chain, RURI is able to deliver premium, responsibly-made clothing without compromise. This holistic approach to sustainable fashion is a fundamental tenet of our brand, guiding every decision we make in the creation of our collections.
TOWARDS A ZERO-WASTE FUTURE
We are acutely aware that the fashion industry's environmental impact is a complex challenge. While achieving 100% sustainability in production may be an elusive goal, we are steadfastly committed to minimizing waste at every stage of our operations. We maintain a rigorous zero-waste policy, carefully examining and optimizing our processes to ensure we are maximizing resource efficiency.
By working with local factories that share our sustainability values, we are able to maintain close oversight and ensure our high standards are upheld. Recycling natural resources, cleaning and filtering wastewater, and using air drying methods are just some of the innovative techniques our manufacturing partners employ to reduce their ecological footprint. It is our moral obligation to understand and mitigate our environmental impact, and we are dedicated to continually seeking new ways to drive positive change within the industry.
Sustainable
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.
Fabric
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.
