Urban Roots Eco by Ruth Woldeselasie
Ruth, the founder and designer of the eco-friendly fashion label Urban Roots Eco is the new talent to join London Ethnic’s designers collective.
Ruth is not a newcomer to the fashion industry, her previous career curriculum vitae includes modelling for well established brands like Jean Paul Gaultier, Moschino etc… As a professional model, Ruth travelled the world and was highly influenced by the style trends of different cultures which would later inspire her new passion for design.
” At the designer showrooms for Jean Paul Gaultier, we would stitch and cut jeans and do all sorts of modifications to the clothes and it was quite fun ” – Ruth remembers.
Ethiopian-born but a citizen of the world, Ruth decided to relocate to London and was overwhelmed by the unique style of Londoners and in particular, East London’s vintage shops. She worked at one of the first of the new wave of organic shops in London, a celebrity-frequented small organic shop in Notting Hill that grew all their produce in a small farm in Oxford.
” We were taught about the whole process of the organic plants and we were given books which I was very happy to read. During that period of training I remember thinking to myself, why not do this in fashion, why not have an organic clothing line and I decided that’s exactly what I am going to do! ” -says Ruth.
On a trip back home in Ethiopia she got in touch with local textile manufacturers that create 100% cotton fabrics and local artisans that are dedicated to creating high quality couture garments. She incorporated this whole process in her garments not only to sustain her Eco-oriented fashion brand but also as a way to give back to the community.
Her capsule resort collection is a womenswear line dedicated to conscious women that ask questions. Fine smooth fabrics and long hem caftans are the epitome of
” For a woman that cares about her well-being, she is detoxing herself at a spa or at a beach resort and she loves organic living. ” – says Ruth.
Her collection is a mixture of cultures, Ethiopian roots transcended into an eco urban style. Organic fabrics and vintage shop textiles from all over the world.
She does not follow a moodboard but rather, finds inspiration from the cultures of the places she visits and as a religious vintage-shopper she not only collects left-over textiles that she later uses on her collections but also up-cycles old vintage garments into one-of-a-kind bespoke garments that you won’t be able to shop anywhere else.
Urban Roots Eco’s latest collection will be showcased on Friday 16th of September at London Ethnic’s London Fashion Week 2016 catwalk show. Look out for more from Ruth on these web-pages and in our other forthcoming London events.