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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

90’s fashion re-run

                                                                                           90’s fashion re-run “keep it it’ll come back in fashion in 20 years time”


Screen_Shot_2014-07-01_at_2.50.03_PM.pngThey say fashion history repeats itself but have we hit a peak? Is 2014 of influences of fashion coming to an end of not evolving in clothing having to   set back in time and repeat fashion that has once already graced the runway? Has everything already come and gone that designers are just coughing up old pieces and tweaking it a little?

Think back to the coming of age 90’s movies Clueless,Fear,10 things I hate about you (heath was a hunk!) and empire records the list goes on but that’s just a few to get your mind jogging.  Which all by the way great movies! If you have some time or just want to un-wind definitely check them out

After recently watching these old school blast to the past 90’s hits ive come to notice a big influx of 90’s clothing circling around this recent winter and most likely up-coming summer. Not only in our stores such as general pants and sports girl but online too with Asos and Topshop. Either love it or hate it the fluffy jumpers,turtle necks  and Birkenstocks have made a big come back in the shops. Backpacks are as well making a recent come back especially with miss Cara Delevingne creating her own line of backpacks for mulberry very 90’s . I have noticed is that baggy pants are definitely not making a come back but yet converted into drop crotch for both men and women.

My pervious teacher in fashion.. (god rest his soul) said once that has stuck to me. The fashion world is like a pendulum, it’ll go either one way extreme or the other less extreme till it comes to a point in time where it just sits right in the middle. He was right either we see extremes or just medium or a whole mix in the streets.

But is it too much bringing back in a past era in todays society? I feel we have hit a peck and were very advanced than the past world of the 90’s from flip phones to iphones we’ve come along way

I asked fellow uni students of Swinburne for their opinion of the current style of 90’s in shops

Q: Do you feel that it’s a bad choice of the 90’s trend hitting our shops again?

Alyssa: No not at all! I love it since we had previously been in the whole indie thing going on and I loved the 90’s when I was a kid! So I'm pleased to see the jelly shoes and crop tops are making a come back!! I hope scrunchies do too! Sienna: Yes its not my style they should come up with something new instead of bringing back old trends!!!!

But I guess I am currently wearing jelly flats so… haha


Melissa:  I love it although I wouldn’t wear everything 90’s bits and pieces for sure to be in current fashion

I think if your going to rock the 90’s style instead of going all out and looking a little bit too behind the times rock at least 1-2 pieces from this era J and give it your own vibe and edge to it!

Like laver's law says anything that comes back into fashion 20 years after its ridiculous… so I guess this means were all ridiculously well dressed then ;) Mr Laver.