Kate Eccles-Ogle took two years and created more than 200 samples in developing the fit of a superskinny style for her line, Ruby.
This was the only style offered when Ruby premiered in February, and its success has laid the groundwork for the expansion of Ruby’s product offerings and retail distribution.
Eccles-Ogle, designer and owner of Ruby, isn’t a newcomer to the denim industry. Six years ago, she started a private label manufacturing business dubbed Kiss Kate with her sister Victoria. The pair set up shop outside London and built a business that has helped design and produce denim for Ghost, Warehouse, House of Fraser and Jaeger, among others. More recently, Barneys New York tapped Kiss Kate to produce its private label denim. Now, denim accounts for about 80 percent of the business.
“We come from the technical side,” Eccles-Ogle said. “We have a great knowledge of denim.”
Launching a proprietary line was only a matter of time.
“Our own brand was always going to come to light,” Eccles-Ogle said. “It was a case of waiting until there were enough funds to launch a brand.”
Named after Eccles-Ogle’s late grandmother, Ruby launched in the U.S. at Lord & Taylor’s Fifth Avenue flagship in February. The line bowed at London’s Harvey Nichols at the same time and generated strong sales in both markets. For fall, the superskinny will return, along with three additional fits, including a straight leg, a zippered skinny and a boyfriend style.
Details look to celebrate the joy of life, a trait that Eccles-Ogle said defined her grandmother. A tribute on the inside of the pockets reads, “A gem in a beautiful world.” There is also an inspirational message hidden in the jeans that will change each season. All styles will be available in three washes and wholesale for $69 to $90.
Lord & Taylor is taking on more Ruby for fall, expanding the label into four of its stores in the Northeast. Eccles-Ogle is looking to grow on the East Coast and has her sights set on landing Ruby’s first West Coast accounts. She’s even considering moving to the U.S. in order to do so. Adjustments have been made for the American consumer, however.
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“The New York girl is skinnier,” Eccles-Ogle said. “We’ve had to clean up the jeans a bit more, but apart from that we haven’t changed much because the brand is very polished.”