About

About Us

We’re RUII. We’re built on the belief that comfort can be the most confident version of you. Life doesn’t happen in one place; it moves from early-morning stretches to coffee runs, from studio sessions to grocery aisles, from long workdays to late-night catch-ups with the people who matter. Your wardrobe should move with you effortlessly.

RUII was created in Toronto to bring clarity back to the everyday wardrobe. Not through trends, loud graphics, or seasonal drops, but through intentional essentials designed to be lived in, moved in, and worn again and again. Pieces you’ll reach for on your morning coffee run, on your walks with your dog, on your long days at home, and on the nights you’re unwinding with the people you love.

We're not here to dress athletes. We're here to dress real life.

Not performance wear—comfort wear.

The kind of clothing that supports your day instead of distracting from it.

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A story shaped by community, not a boardroom.

RUII began the same way many good ideas do—through everyday conversations about everyday life. The kind of conversations where someone admits they wear the same three outfits on repeat, where another person says they wish their clothes matched how they felt, and where someone else dreams of a wardrobe that doesn’t demand effort.

Those conversations turned into something bigger: a shared desire for essentials that made life smoother, softer, and simpler.

Today, every RUII piece is created with purpose: soft, cotton-forward fabrics, neutral tones, easy silhouettes, and a feel that you’ll want to come back to daily.

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We create the tools for everyday comfort.

Our tools aren’t performance trackers or training programs. Our tools are the wardrobe staples you build your day around.

Your favourite hoodie you throw on without thinking.
The crewneck that works with everything.
The sweatpants you’ll live in, beyond your work-from-home mornings.

Our focus is always the same: thoughtful essentials that move seamlessly from gym and studio, to street and home.

Comfort. Versatility. Repeat wearability.

Our values guide everything we make.

Be real.
We design for real people, real bodies, and real days—not perfect ones.

Keep it simple.
Good basics don’t need to shout. They just need to feel right.

Grow with intention.
We design in small batches, choose materials carefully, and build slowly, because fast fashion isn’t our language.

Respect the everyday.
Comfort matters. Quality matters. How you feel in your clothes matters.

Community at the centre.
RUII was built from conversations, and it will grow through conversations. We listen first, create second.

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Our philosophy: everyday-first.

We’re grounded in a simple philosophy: If it’s not comfortable, easy, and wearable anywhere, it doesn’t make the cut.

Comfort shouldn’t be exclusive to workouts.
Minimalism shouldn’t feel boring.
Basics shouldn’t be an afterthought.

RUII exists to redefine the modern uniform by celebrating the everyday, the routines, the small wins, the moments of pause, and the communities that make us who we are.

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Rooted in Toronto. Made for everywhere.

RUII was born in Toronto, shaped by the rhythm of a city that’s always in motion. Toronto inspires how we design: unfussy, modern, intentional, and grounded in real people and real stories.

From our homebase, we pack and ship each order with the same closeness and care that built this brand.