About

Founded in 2002, RUBY is an eminent fashion label from Aotearoa. Best known and loved for its mutually nourishing relationship 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 are woven into its DNA.

Today, RUBY has two brands RUBY & Liam and eight stores in Aotearoa: located in Auckland, Hamilton, Mount Maunganui, Wellington and Christchurch.

Ruby
Liam

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.

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Liam is crafted by designer Emily Miller-Sharma. It is about colours that just make sense and shapes that feel right.

Liam is consistent; it’s technical by nature and inquisitive at heart. It starts with the understanding that fashion influences and reflects our world.

Part of Liam’s offering is a collection of its most loved pieces translated into patterns under the guise Liam Patterns. Its community can use them to craft pieces for themselves.

Careful consideration of byproducts created during the production process is integral to Emily’s design approach.

Liam sees where we are and what is around us, and shows us where we could go.

Liam is stocked at all RUBY stores in Aotearoa.

Explore Liam