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Press Release - June 23, 2010 PDF DOC Photos
Los Angeles- June 23, 2010- Atlanta born and Los Angeles cultivated clothing company, Rukru (pronounced roo-crew), has just debut its premier limited line of sometimes offensive, always authentic, men’s apparel on June 22, 2010 online at http://www.rukru.com. The addition of a women’s collection is slated for the early fall. The brand, which evolved from humble roots as an infantry of Rukru emblems donning virtually every payphone and stop sign on the east coast, from Miami, to Atlanta, to N.Y.C, has come to fruition as a clothing line that integrates mindless debauchery, with intelligent design and unfaltering production standards. Each piece is a limited run, and finished in the U.S. to ensure authenticity and quality control. “As a designer, it’s tough to watch really strong, conceptual clothing lines stray away from their original message, either in design or quality as they begin to appeal to a larger audience,” says Rukru Founder and Creative Director, Eric Waetzig.

The Inspiration
The inspiration for Rukru was partially derived from the designer’s time living in Atlanta and Los Angeles. From the “dirty”, deep-fried flavor infused in the music and art scenes of the south, to the distinctive west coast style that is palpable in everything from graffiti to candy-painted hot rods rolling along the California coastline, this bicoastal dichotomy is expertly blended in every Rukru garment.

Respect the Trade
The creed “Respect the Trade” is more than just a tagline below the Rukru logo. It is the ethos and driving force behind the company. It speaks of the founder’s core mission of putting quality and design above revenue-driven monotony and to celebrate the designers, musicians and artists who have fueled and inspired the Rukru culture. “The goal is to contribute to the culture that has given so much to me and continue challenging people to look past the norm,” Waetzig says. With the launch of this premier line, he is one step closer to achieving that objective.

About the Founder
After graduating from The Art Institute of Atlanta, in 2004, Eric Waetzig began his career as a graphic designer specializing brand and identity development, custom typography, interactive design, advertising and illustration. His professional successes in creating cohesive and recognizable brands for clients, brought to life the confidence he needed to build his own brand. In short, so began the conception of Rukru, apparel that adheres to strict ethical and creative codes, while providing rising musicians and artists with valuable exposure through artist profiles on Rukru.com. Rukru “Respect the Trade”.