"Respect the Trade" says Rukru.
An open challenge from one L.A. base brand.
Atlanta born and Los Angeles cultivated clothing company, Rukru, will debut its premier line of sometimes offensive, always authentic, men’s apparel in March of 2010, with the addition of a women’s collection is slated for the following summer. The brand, which evolved from humble roots as an infantry of Rukru stickers donning virtually every payphone and stop sign on the east coast, from Miami, to Atlanta, to N.Y.C, has come to fruition as a clothing line that integrates mindless debauchery, with intelligent design and unfaltering production standards.
Each piece is produced in the U.S., with limited runs, to ensure authenticity and quality control. “As a designer, it’s tough to watch really strong, conceptual clothing lines stray away from their original message, either in design or quality as they begin to appeal to a larger audience,” says Rukru Founder and Creative Director, Eric Waetzig.
The inspiration for Rukru was partially derived from the designer’s time living in Atlanta and Los Angeles. From the “dirty”, deep-fried flavor infused in the music and art scenes of the south, to the distinctive west coast style that is palpable in everything from graffiti to candy-painted hot rods rolling along the California coastline, this bicoastal dichotomy is expertly blended in every Rukru garment.The creed “Respect the Trade” is more than just a tagline below the Rukru logo. It is the ethos and driving force behind the company. It speaks of the founder’s core mission of putting quality and design above revenue-driven monotony and to celebrate the designers, musicians and artists who have fueled and inspired the Rukru culture. “The goal is to contribute to the culture that has given so much to me and continue challenging people to look past the norm,” Waetzig says. With the launch of this premier line, he is one step closer to achieving that objective.
Visit Rukru online at www.Rukru.com