Concept? Klaartje Glashorster, Inge Hendriks and Sophie Soons, the three designers behind studioRUIG, spend few words on it but allow their sharp intuition and creative urge to speak for them. And so this ambitious Dutch start up label blossomed into a successful fashion brand in only five years time. studioRUIG captures the zeitgeist in unpretentious yet carefully designed collections with an androgynous sensuality, pure materials and a strong use of color. Leather is a favorite offering the ‘RUIG’ component, which is Dutch for ‘rough’, finished in the most simple way possible it’s natural properties come to life. It is the metaphor for studioRUIG’s success: unaffected and fearless fashion.