RUBY is a fashion label that celebrates individuality and community, rooted in the heart of Aotearoa. By focusing on a nurturing relationship with the Rubette community, RUBY offers designs that resonate deeply with wearers, transforming clothing into a medium of self-expression and connection. The brand targets fashion-conscious individuals who value uniqueness and emotional ties to their wardrobe, positioning itself as a go-to label for those seeking style that reflects personal identity and collective spirit.