New Zealand label Ruby is fresh, fun and ever-evolving
IMAGE VIA RUBY
Words by Kate Streader
Flattering cuts, timeless silhouettes and vibrant hues.
Founded in 2008, Ruby has come a long way since its humble beginnings as a New Zealand streetwear label. Creative Director Deanna Didovich attributes the label’s success to its fluidity – Ruby isn’t tied to a certain look, style or body type, it’s whatever its ‘Rubettes’ want it to be.
That said, flattering cuts, timeless silhouettes and vibrant hues are core features of the label’s designs. Ruby’s pieces are made to slot right into your wardrobe and be worn year after year.
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Part of Ruby’s constant evolution includes its continual shift towards sustainability, which has seen the label integrate a zero-production waste system to avoid offcuts ending up in landfill. While there is no quick fix for fashion’s impact on the environment, Ruby is taking time to examine its processes while moving towards change.
Tell us about you. What’s your fashion background?
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I’ve always had an interest in fashion, since way back. I was a very crafty child. I loved embroidery, sewing, painting ceramics, beading, etc. As I got older, I knew I was wanting to enter into either the photography or fashion world, but chose fashion as my sister perused photography. I completed a Bachelor of Art and Design and went straight into the workforce for a local Auckland label.
After a couple of years, I moved to London where I worked in event production before moving back to NZ… I was offered the role of designer at Ruby in 2008 and have been here happily ever since!
How did the label get started? Talk us through the process and the challenges.
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Ruby was originally founded in Auckland by two best friends in 1999, starting out as a small streetwear label. In 2008, Ruby was purchased by the Sharma family, and I came on board just a few months after this. Times have changed greatly over the years. For the first few years, we had a very small team. Emily and I did all the design and patternmaking ourselves, which is wild to think about now.
Although my role has stayed design-focused, I now overlook all creative areas of the business and am still heavily involved in production and development. We have definitely had challenges over the years, but luckily, we are a very adaptable team and have managed to overcome obstacles by evolving when needed.
How would you describe Ruby to someone who’s never seen it before?
I would describe Ruby as an inclusive, joyful brand, that welcomes and embraces our community to be a part of the work we are doing.
What are you most proud of in your work on your label?
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I’d say I am most proud of the way we have managed to continually evolve and grow; I am extremely proud of the people I get to work alongside. Personally, I am really proud of the way I have been able to evolve my skills and vision through the years.
What do you wish you knew when you started?
I wish I knew the importance of taking time off when needed. For many years I would work ’til all hours of the morning and would completely wear myself thin. As I have grown older, I have learnt to work more efficiently and ensure that it’s quality work hours over quantity.
Who do you think is most exciting in Australian/New Zealand fashion right now?
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It’s exciting to see a new generation of talent coming through, [and] to see smaller and slower fashion brands gain traction. I love to see their fresh perspective on fashion, whether it’s how they shoot their content, style their looks or how they build their own community.
What about the Australian/New Zealand fashion industry needs to change?
I’ve been disappointed to see the majority of runway shows lately return to using strictly size six to eight models. We are committed to representing Rubettes of all shapes and sizes across our channels, with our size range offering sizes four to 24.
Dream Australian/New Zealand collaborators?
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We know we have so many Australian Rubettes that would love to experience Ruby IRL! We teased a Sydney store opening in our April Fool’s joke this year, but we are absolutely thinking about how we bring Ruby to our Australian friends…
Go-to dinner party playlist?
Any of our Ruby playlists! I am so spoilt, I have so many musically obsessed workmates that I have never had to collate my own playlists because they do all the work for me!
Who is in your wardrobe right now?
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Our new season Rue Suit is in full rotation right now, for myself and definitely for our team in the office. I’m obsessed with the trousers, they have a mid-rise with a relaxed leg, and I love pairing them with a fitted top. Of course, our signature Firebird Pants are perfect for this time of year paired with our Vanya long sleeve, or a pop of colour with our Bobbi T-shirt.
How can we buy one of your pieces?
You can visit any of our stores across New Zealand or take the journey through the Rubyverse – our new online home.
To shop Ruby’s collection, head here.
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