Concept? Klaartje Glashorster, Inge Hendriks, and Sophie Soons, the three designers behind studio .ruig, 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. studio .ruig captures the zeitgeist in unpretentious yet carefully designed collections with an androgynous sensuality, pure materials, and 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 studio .ruig ’s success: unaffected and fearless fashion.