We Met One Of The Hottest New Names In Fashion
The Brand & Ethos
Having grown up in Scotland, I wanted the brand to have a Gaelic name. Roo-ah is the old Scottish word for the colour red but it also relates to strength and resilience. It has a depth to it. If you cover up the D-H, ‘Roo-ah’ is how you say it. A lot of the inspiration stems from my heritage in Scotland, including the brand’s visual identity. I’m now able to make pieces in Scotland too – a lot of my cashmere is made there – so that’s another dream fulfilled.
We only launched two years ago, so we’re still relatively new. I worked on it for around two years before launch, developing the concept, sketching and putting the supply chain in place. I wanted to build something sustainable that helped communities, so everything is based on that ethos. We produce in small batches and work with factories, almost all of which are B Corp certified. RÙADH is B Corp certified too and we support quite a number of charities, including the Soil Health Institute, which does amazing work in regenerative cotton farming.
The Hero Pieces
I’m a jeans-and-t-shirt girl – that’s the cornerstone of both my wardrobe and the brand. I love beautiful, well-tailored outerwear. On top of that base, there’s always an impeccably tailored suit jacket or a beautifully made leather piece. For me, it’s about versatility. I definitely look to Scotland but many other references come into the mix too.
Our Argyll sweaters and cashmere V-necks have already become cult pieces. Plus, they’re all made in Scotland. My grandmother used to work for Pringle, so they feel close to my heart and home. Then there’s the Agnes jeans and the Laurent Cru, a super-lightweight organic cotton t-shirt made in Portugal. The Honne is a turtleneck t-shirt that feels a bit more like a top, so it’s definitely dressier. There’s also the Henderson in washed canvas and the Haddow leather jacket.
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The Signature Denim
Denim is our signature: five-pocket jeans and denim outerwear make up the foundation of the brand and denim accounts for about 40% of sales. We protect that part of the collection and think about how everything else can be styled with those jeans. That gives the collection longevity.
I’ve worked with denim throughout my career, so I wanted to make sure ours felt elevated. I launched with 11 styles. A lot of my jeans come folded like trousers, with a crease down the front. I’ve also just introduced a blind-hem finish. These are traditional details you see more often in tailored trousers. All my hardware has a semi-precious, real-gold finish too.
Fit is everything. You want to go into the dressing room, put the first pair on and feel amazing. There’s so much work involved: wear-testing, making sure the fabric feels exactly right for the fit and, of course, getting the wash right. To me, the wash is one of the most magical parts because it can take a pair of jeans from looking basic to beautiful.
If I were to recommend one style, it would be the Agnes jean – a straight-leg, mid-rise style. The Quinn is another bestseller: a high-rise, wider straight-leg. Both have done so well. Pretty much all my denim is made with regenerative cotton; some of it is organic and some is recycled.
The Founder’s Wardrobe
I feel most myself in jeans, a t-shirt and a grey jacket or coat. My style is best described as easy and casual, but I also have a few surprising pieces. I love throwing them over a great base – it’s the combination I come back to time and again.
Modern style has to have a sense of relaxed ease. It’s not so much about body-conscious dressing; it’s about a tailored blazer with the perfect shoulder that gives you confidence when you put it on or a pair of slightly broken-in jeans you can wear with an ankle boot and great bag.
Uniform dressing is definitely something I believe in – but I also love an interesting piece here and there. I’m a big fan of Simone Rocha; I like throwing on a sheer skirt or something unexpected. There are fun pieces within the RÙADH collection too. For example, we just launched a beautiful tartan jacquard scarf top with an open back and a draped scarf detail you can adjust.
The Style Advice
Every great wardrobe needs jeans and a great button-down – a classic white one with an amazing shape – as well as a tailored blazer and a great leather bomber. Good outerwear is worth investing in because you can use it to tie a look together. Beyond that, I love leather accessories, a great bag and a killer boot. The right jewellery always helps bring a look together too.
There are five wardrobes in my apartment, including one for coats and one for denim. At the back is my main wardrobe, which has a bit of everything. I have a whole rack of denim, then my shirts, outerwear and t-shirts, all hanging. I fold light layers and keep them in drawers, along with underwear, socks and other essentials. My shoe closet is nearby, so when I’m putting an outfit together, I can easily think about which shoes to wear with it.
The way things are organised helps me get dressed quickly. I’m quite a quick dresser and what I wear comes down to how I feel. Sometimes you want a really slouchy, oversized look because it’s comfortable and will take you through the day. A lot of the time, I think about feeling polished. I’m in my store now and see people all the time, so it’s important to look put together while also feeling your best. I always keep comfort in mind when I’m putting a look together.
Practising self-styling really helps you understand your wardrobe. Get yourself a mini rack and put the things you wear most on it. Then start styling outfits around how you want to present yourself. You’ve already got that great five-pocket jean, so how can you style it in a way that feels like you’re stepping out of your comfort zone? If you take pictures and keep them on your phone as a little library, it’s really helpful to go through that process. Then, when you’re deciding what to buy, you can ask yourself: ‘What have I got? What do I love wearing? What outfits do I love? Do I need this thing to add to that?’
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The Latest News
We’ve just launched our collaboration with Studio Dévé, which was founded by my good friend Estelle. We’re having a little launch party at the end of the month, which is very exciting. The jewellery is beautiful: four pieces in two colourways. It’s my first collaboration and my first foray into jewellery. It’s amazing to see what we’ve already sold, particularly the little perfume bottle necklace, which was my favourite. We’re primarily an apparel brand, so it’s great to see the customer gravitate towards this collection.
Our store is now open at 160 Merritt Street in Soho, New York. Magda Butrym has just opened next door, Victoria Beckham is just down the street and we’ve got Dries. We’ve been hosting quite a few trunk shows in the space. This weekend, we hosted Bessette for a private shopping event with our VIP shoppers. Esha Soni, who makes beautiful bags, is another friend we’ve worked with. It’s been amazing to see the space come alive and give customers the chance to shop other brands I love. It feels really personal.
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