Ruby London - Fashion Company Profile
Ruby London is Kate Eccles' London designer denim label - flattering, fashion-forward jeans with embroidered back yokes, sold by House of Fraser, Harvey Nichols and Lord & Taylor, with a hidden aphorism inside every pair.
Company Snapshot
- Status
- Operating - the label's own website, rubylondon.com, is live (checked for this update); detailed current information about the company could not be independently verified beyond that
- Type
- Private - an independent London designer denim label
- Headquarters
- London, United Kingdom
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Company Profile
The label's own website, linked above, is the place for its current range, and the shop box covers Ruby London denim sold through Amazon and eBay. Independent verification of the company's present-day details is thin - the snapshot says what is known and no more - so check sizes, stockists and availability on the brand's own channels. The filed profile below keeps the launch-era record: Kate Eccles' private-label background, the stockist list that carried the jeans across the Atlantic, and the fortune-cookie aphorism that made the brand memorable.
The distribution list dates and places the label precisely: Ruby London was carried by House of Fraser, Harvey Nichols and Question Air in Britain, and had crossed the Atlantic to Lord & Taylor and Intermix in New York and other fine retailers. Behind the young brand stood a working denim designer's résumé - Kate Eccles had years of experience designing private label denim for designer brands including Frost French, Ghost, Paul Costello and Pink Soda boutique and Barneys - and the profile describes the studio method as a sequence: take the chosen denim cloth, work on achieving the correct wash, create spot-on fits, and pull it together with distinctive RUBY London styling. 'Ruby London is about simplicity and consistency.'
The Aphorism Inside Every Pair
The collection's special ingredient, the filing says, is 'the fortune cookie-like aphorism contained within each jean.' The idea came from a desire to bring a grounded message to a fashion product, and the first jeans contained the words: 'Without prayer there is no courage, and without courage no Ruby' - which, the designer notes, was very appropriate for the launch of the new brand. It is a small detail, but it is the kind a directory exists to catch: an embroidered yoke can be copied and a wash matched, while a hidden sentence inside the garment is a signature no photograph of the outside will ever show. The brand's own website, linked from the snapshot above, was live when this profile was updated, and the line's current range should be checked there.
Common Questions
Who designs Ruby London jeans?
U.K. designer Kate Eccles, whose background was private label denim design for brands including Frost French, Ghost, Paul Costello, Pink Soda and Barneys before launching her own line.
What is Ruby London denim known for?
A slinky, flattering fit with clean lines, embroidered back yokes, branded pocket detailing and tonal embroidery inspired by world influences - the Rennie straight leg re-interpreted an African tribe's spiritual tattoos on its rear yoke.
What is hidden inside each pair of Ruby London jeans?
A fortune cookie-like aphorism. The first jeans read: 'Without prayer there is no courage, and without courage no Ruby' - an idea, the designer says, born of wanting to bring a grounded message to a fashion product.
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