ruby

Founded in 2002 in New Zealand, RUBY has evolved from its streetwear origins into a beloved contemporary fashion label under the creative direction of Deanna Didovich. The brand is defined by its joyful, community-centric ethos, designing for a loyal following affectionately known as 'Rubettes.' RUBY’s aesthetic balances playful femininity with everyday wearability, offering vibrant knitwear, tailored wide-leg trousers, and fluid dresses that slot effortlessly into a modern wardrobe. Signature pieces like the Matilda cardigan highlight the label's penchant for bold colors and slightly exaggerated silhouettes.

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