All Things Cotton: This Homegrown Brand Does Eco-Conscious Clothing Right

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What Makes It Awesome

India is the land of fabrics, and going to the grassroots to create eco-conscious, sustainable, and super elegant clothing, is Ruui. Ridhika Jain's brainchild, this homegrown brand curates dresses, tops, jackets, and bottoms for the conscious urban millennial. She sources her fabrics directly from the local artisans all over the country, which not only generates employment, but also retains the authenticity of Ruui's collection. 

Let's start with how amazing her collection of dresses is. Priced between INR 1,600 to INR 4,600, they've all been given beautiful names. Our first favourite is a peach Kaftan called Serai, which is super boho, and perfect for a date, loungewear, or even for working from home. There's also a mustard yellow dress named as Daisy that caught our attention. With its slightly puffed sleeves, it's perfect for when you're visiting the countryside. Ruui's tops and jackets too, are 100% cotton, and can be worn for both formal and informal occasions. 

If you're looking to add to your collection of stoles, Ruui's collection is worth a try. Our favourites are- Gulaabo, Lilac, Limeo, and Mulberry (don't you already love the names of their products) Ruii also designs upcycled yarn bags that are priced between INR 1,250 to INR 1,650. 

And now that you're almost done reading this article, go on and indulge in some eco-conscious retail-therapy, will you! 

Pro-Tip

They've come up with their festive collection of Latkans too. We love the Olivia and Tinge jackets, that can be worn with both western and ethnic attire. And if you're tired of the banal masks that you wear, you can count on Ruui for it's beautifully designed hand-embroidered masks too.