Our Story

Our brand, Ruuji, is inspired by the Malay language word, “asas”, which simply translates to “basics”, or “fundamentals” in English. We intend to put-forth products that can be integrated into your daily essentials, and aim to evolve into an all-inclusive lifestyle brand by continuing to expand our collection of products to cater to everyone, at any point of life. Stay tuned!

Philosophy & Commitment

The Ruuji brand is constructed with the mission to build a connection within communities of all ages, going through different everyday challenges, struggles and inconveniences faced while going through different milestones. As our team consists of individuals from different walks of life, we are familiar with the everyday struggles some individuals are going through that may not typically come to mind to others.


Your Everyday Essentials

We strongly believe that one’s lifestyle -- including what you consume, wear, and use every day -- affects one’s quality of life. Nonetheless, we believe that higher quality should not mean higher prices. As such, Ruuji was born with the intention of offering high quality products at an affordable level to ensure you have the balanced lifestyle your body and soul deserves. This will soon range from apparel, consumables, to hygiene products you need in your everyday life. It might be simple, but not ordinary. The materials we use are handpicked and created with the thought of first-hand consumer experience in mind.


Our First Collection: Ruuji Mum

With first-hand experience from some members of our team, we know going through pregnancy and postpartum can get rough for most people. Part of the struggle is having to find apparel with the right fit for the constantly changing body of a pregnant woman, leading to having to wear apparel not fit for a growing baby bump or breastfeeding in public. Our first launch is aimed to provide versatile comfort for all mums and mums-to-be throughout their experience of pregnancy and breastfeeding. We believe this in turn translates into confidence. Dress our collection, and style it your way to be your most confident self.


Your Safe Space

The Ruuji team is here to assist if you are unsure which product to purchase, or if any of our items are a right fit for you. We understand that certain factors such as sizing can be difficult to determine when shopping online, but we are here to consult and give you a peace of mind that you are making the right decision.


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