What inspired the creation of RuirUiruI?

Founded in Shenzhen in 2019, RuirUiruI was created around a diverse and undefined approach to fashion. Its identity brings together Renaissance, Utopia, and Insoul, reflecting creativity, idealism, and the connection between personal style and inner spirit.

How would you describe your design style?

The brand takes a genderless, multidimensional approach that balances experimental design with everyday wearability. Its aesthetic encourages individuality and diverse forms of expression while remaining practical for contemporary lifestyles.

What can people expect from your 2025AW collection?

Inspired by the science fiction series Tales from the Loop, the collection explores cycles of time through a retro futuristic perspective. Futuristic references are balanced with clean, restrained elements and handcrafted details.

How does denim contribute to the retro futuristic character of the collection?

Imported denim is used extensively throughout the collection and treated with distressed washing techniques to create a stronger vintage quality. This aged appearance helps balance the collection’s futuristic influences with references to the past.

How does the colour palette reflect the collection’s connection between technology and nature?

Meteorite black, denim blue, and silver grey reference technological imagery, while earth brown, sunset red, and bright white draw from nature. Together, these colours reinforce the collection’s themes of time, cycles, and transformation.