RUE STIIC

      

Rue Stiic
pronounced: roo steek
Rue: Alley way
Stiic: Our inspirations

Southern Californian born Rue Stiic founder and designer Jillian Beed lives and breathes the California lifestyle with the ocean, organic patterns, natural textures, architecture and rustic chic vibes of Venice Beach intrinsic to the timeless and wearable pieces in her label.

After completing a degree in business at Loyola Marymount University in Los Angeles, California, Beed’s passion for expression and experience led her to her travels and discovery of Perth, where her distant Australian roots took hold.

Loving the WA coastlines and niche fashion culture, a connection between her new and old homes was ignited and has become a strong drive behind Beed’s designs launched end of 2012. 

Not only does the label embrace, but it also celebrates elements of this amalgamated Southern California – Australian lifestyle.

I had the pleasure to interview Jillian, it’s not only inspiring but you can defiantly feel her loving vibe throughout about her brand read below! x

What is your label about?

Rue Stiic is a style driven, beach inspired label.

It’s about taking one of our easy to wear pieces and creating a cool, easy, yet sexy style. 

The Rue Stiic girl is a little rock n roll, a little laid back, and oozes an unspoken and natural chic.

What’s a usual day in the office?

Australia office: Coffee, emails, Dogtown and Z Boys soundtrack and Blow soundtrack on repeat, more coffee, production planning, designing.

Bali: Coconut and big breakfast, jumping on the scooter and taking on the day of driving around in the Bali heat to factories, suppliers, and meetings. End of the day entitles a sunset beach walk (necessary to ease the muscles and mind from the Bali chaos) and a group dinner with my beautiful friends that call Bali their full time home.

Did you study fashion? If not what did you study?
I studied Business with an emphasis in Entrepreneurship at Loyola Marymount in Los Angeles, California. I taught myself how to design through out the years, so it was great to learn how to properly run a successful business.

What made you create this label? Tell us your story

Since I can remember, I’ve had a burning drive to start a label. As a little girl, I had my diary of wedding dress designs that I drew whenever I was having me time. In high school, I started creating surf inspired artwork on white shoes and selling to friends and family…I was hooked after this. After taking the steps I needed to learn and experience how to run a business and a brand, I decided to take the leap and start the label I had envisioned for years – a style driven, beach inspired, lifestyle label. I started small so I could learn how to properly run a business, fashion production overseas, and design pieces that worked for a good range of customers and I have successfully and organically grown over the past 2 years.

How many in your team?

Just me and my intern who comes in a few times a week.

How and what gives your inspiration for each collection? Do you
go on fashion trips to gain inspiration?
A mix of music, photography, and travel inspire me on a daily basis. Music is one of my biggest inspirations. I get hooked on a few songs and the designs start to flow. My constant travel within Australia, Bali, and the States has also been an important influence on the overall brand and designs.

How did you get to where you are now with your label?
Hard work, endless nights of no sleep, and keeping my head up and my vision in the horizon.

What’s your current achievement with the brand that you are most proud of?

A huge milestone this year has been breaking into the States.

 I’m also so excited that people are loving the voice (branding) of Rue Stiic and they see the voice through my designs. It’s been amazing hearing the beautiful feedback from my stockists and customers who happily have more than 1 piece of RS in their wardrobe.

How many years did it take for your idea to hit reality and start becoming a reality?

About 2 years of non stop, hard work.

Before creating your brand did you work for another label?
Out of Uni, I worked with Hourglass Cosmetics based in Venice Beach, California. I was the first intern hired and grew within the business to gain the Sales/Production/Product Development Coordinator position. It was one of the best experiences of my life and I have since put all my knowledge I gained at that position towards building my own brand, but in the fashion industry.

Who’s your inspiration/ fashion designers who you look up to?
Tom Ford, Yves St Laurent, Mary Kate and Ashley Olsen, and Acne, while at the same time guys brands: Brixton, Critical Slide Society, and Deus Ex Machina

And lastly, any advice to people who want to get into the industry!
Don’t be scared and don’t think anything is impossible. Put yourself out there, take risks, and do what you need to do to make your path and vision a reality.

Thank you to Jillian Beed xx
All pictures are from the collection motel del mar

http://ruestiic.com/

ALAS

     
About the creators of ALAS

Betony and Kelly first met on their first day of class at university in Brisbane. At the time they both shared  a common interest both obsessed with the 60’s and gravitated towards each other. Soon after they fast realised they both had grown up in the same area of north west NSW, and had even competed in the same regional drama events as kids without officially meeting each other. 

Over the course of their fashion design degree they discovered a shared aesthetic and approach to sustainability, which led to their collaboration in designing their final uni year collection. The range attracted interest from local boutiques from there they started their first sustainable womenswear brand. However their brand was developing quickly and less likely to stop they decided it was best to travel while they had the time. The besties packed their bags as to only assumed what they thought was only to be a year holiday but instead it ended up being a two year life changing stint in London designing for numerous labels, from one off garments for London Fashion Week to mad up-cycling projects for Topshop. 

About ALAS

ALAS sleepwear allows you to sleep and dream in complete comfort, with peace of mind. Made in india where The range is made of hand loomed wovens and supple organic jersey. The cotton is grown in india as well as spun,woven and dyed.

The designers at ALAS have endeavoured to create a brand that is socially and ecologically responsible, allowing the wearer to sleep and dream in complete comfort, with peace of mind.

Their garments are constructed with GOTS (Global Organic Textile Standard) or Fairtrade accredited cotton, meaning that the cotton has been farmed without any dangerous chemicals,pesticides and fertilisers. The fabrics are then dyed and printed using methods that avoid harmful AZO's and formaldehyde! As well all their packaging,swing tags and business cards are recycled and recyclable. Keeping it all eco friendly. 

Why you created ALAS/why ethical fashion is important ?

For us, it just seemed like common sense. If you are going to create something, why not make a positive difference, minimize your negative impact and connect with the whole production process on a holistic level? As designers, we have a responsibility and we feel that for a product to be truly beautiful it can’t have an ugly past saturated in exploitation of the environment or people. Farmers, dyers, spinners and sewers are all integral parts of creating a garment and we all need to respect them.

Our hope for the future is that ethical fashion will become more prevalent, and, with this mind, we are determined to heed the lessons we have learned along the way and continue to champion ethical fashion.

Meaning of ALAS?

ALAS is an acronym for All Light, All Shadow. This concept is the basis of inspiration for the all-organic Australian sleepwear label, whose colourful,comfortable garments take the wearer from day to night, waking to sleeping. 

 

What inspires Betony and Kelly?

Cherishing the tiny aspects that make up our world, the designers are inspired
by a myriad of things..the beauty of hummingbirds, the colour of coral,
natural symmetry and practical simplicity.

Difficulties

Some of our greatest barriers have arisen from their manufacturing process, which mostly takes place in India. By basing our operations in India, we source some of the world’s best-quality organic cotton from local growers, and also provide new employment opportunities. But the initial search for a manufacturer that could produce quality garments proved harder than we had imagined - we aren't after cheap prices, we want quality. 

It can be a long process finding our ethical makers, and we travel to India to meet with them directly. We literally get a handful of contacts, hop in a rickshaw and after about 10 stops (asking for directions) we find the places! Sometimes it leads us to beautiful women’s co-ops in the middle of slums, other times we end up in large industrial facilities with state of the art machines. We need to visit the factories first hand to be sure they are genuine and share similar ethics, it’s not as black and white as “oh this factory has this accreditation”

As well as producing quality garments, another ongoing challenge is ensuring that every step of the process is transparent and fair. This involves considerations such as visiting our factories and suppliers in India, using certified-organic cotton and ensuring that dyes don’t end up in rivers

ALAS recently won the 'Pure Spirit Award' - a category of the

UK based Ethical Fashion Forum's Innovation Awards.

Betony and Kelly have a beautiful studio as well 
we were lucky enough to have these photos for an insight to you all of their studio! 
 

Their new collection Telescope 
 The prints and colour schemes in the ALAS are not only unique but colourful as well.
A large amount of energy goes into the after care of clothing, so please be mindful. You can machine wash your ALAS garment in cool water, and drip dry to reduce energy consumption. 

 Special thanks to Betony and Kelly & Kate from Pistol PR 
http://shop.alasthelabel.com/