Since its launch in 2005, Ruby London has established itself as a player in the denim world with press stars Kate Moss, Lindsay Lohan and Scarlett Johansson all pap-snapped in their duds. Their most popular fit, the Rennie (seen below on Lindsay here), is a slim fit jean with elegant knotted back yoke detailing inspired by African tribal tats. For Spring 09, Ruby rewarps the Rennie for international charity Children on the Edge, an organization (created in 1996 amidst the Kosovo conflict) dedicated to protecting children orphaned or displaced by civil wars. The new back yoke features the name of the cause inscribed in Burmese. 30% of all net profits from the jean will be donated Children, which currently has a project aiding refugees on the Thai/Burma border.
Another Spring standout is the high-waisted Vera, which will come in a folksy ’70s Blue,’ alongside bright pink and pale yellow. Ruby London is also moving beyond women’s denim, offering junior and maternity collections in addition to clothing made of organic materials. The line is available at various boutiques worldwide and also online at their website.
Lohan in Rennie fit
Detail of Rennie back yoke
Vera in 70s Blue