FASHION YOU AFFORD TO LOVE
Rut m.fl. was founded in 2007, and since then the brand has expanded into eleven concept stores and is sold in over 300 retailers throughout Scandinavia and Europe. Every retail and department store who stock the Rut m.fl. brand have two things in common: they are devoted to fashion in general and to serving their customers in particular.
Our buyers and designers are continually inspired and influenced by the latest design trends, and every year we create six unique collections from our Gothenburg headquarters. Our design motto is Fashion You Afford To Love.
Our collections retail under two different brands. Rut m.fl. is a mixture of everyday wear and high-street fashion, while Serious Sally is our denim line. Our goal is to deliver new in-store items on a weekly basis.
Rut m.fl. collaborates with independent suppliers and producers who have extensive Asian and European production experience. This collaboration also means that we are able to control all ethical and environmental aspects of production.