Founded in 2002, RUBY is an eminent fashion label based in Aotearoa, best known and loved for the mutually nourishing relationship it has with its community, and the way its designs embody those who wear them.

RUBY is a family-owned brand, and the care, intimacy and love that comes from this is woven into its DNA.

With Creative Director Deanna Didovich overseeing the design house, the brand is fluid, forever evolving alongside its community. The RUBY spirit occupies a space beyond the fabrics and silhouettes that form its collections: it is a collective movement that RUBY has coined its Rubettes.

Rubettes are inclusive, multi-dimensional and progressive. Rubettes want to live life to the fullest, to make their mark on the world, and to leave the earth in a better place than they found it. Rubettes are free-spirited: they seek an abundance of joy and have an eagerness to learn, reflect and grow.

These values are stitched into each of the collections RUBY creates, and RUBY draws inspiration from its community to create pieces and provoke conversations.

Today, RUBY has seven stores: located in Auckland, Hamilton, Wellington and Christchurch.

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