Our Purpose

We strive to make the world a better place, by making thoughtful, slow and conscious choices in our production methods.

Our Fabrics

As a conscious & thoughtful label, Ruui uses fabrics made from 100% Cotton. There is something for everyone at Ruui. Our collections are designed keeping in mind comfort and usage, and our hand block prints make sure you always stay in style. We preach slow methods of creation to produce timeless pieces while ensuring that we aren't compromising on our quality and craftsmanship.

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Organic kala cotton

Kala cotton is indigenous to Kutch, and is organic, as the farmers do not use any pesticides and synthetic fertilisers to grow it. Sourcing Kala Cotton Ruui encourages sustainable cotton textile production in harmony with local ecology and weavers to bring out top quality fabrics without compromising the planet.

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Handblock print

Hand block printing in India is the most celebrated form of hand printing. Our craftsmen and artisans spend hours on end carefully printing with intricate designs. Each piece is unique, as the technique of hand block printing is proof that sometimes imperfection is perfection, and each piece is made with a mix of human effort and a huge block of love.

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100% Pure Cotton

Cotton is one of the most popular fabrics used in warm temperatures. Cotton in India provides direct livelihood to 6 million farmers and about 40 -50 million people are employed in cotton trade and its processing. It comes under the Top 5 soft commodities in the world and is a breathable textile with cooling properties. Its lightweight and airy texture makes this textile a first choice in the summers and can be layered on in winters. These cottons are ethically sourced from weaving communities and weavers in the South. They are produced using mechanised looms which is a choice we have made in order to be price inclusive & accessible to all. India is the largest producer of cotton in the world, and our close proximity to the spins has given Ruui the opportunity to explore and create thoughtful pieces, our slow methods ensure minimal harm to the planet and fairness to artisans.

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