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To understand RUS, one must trace back a few generations. Their great-grandmother was already designing clothes, running her own business in Granada. When the two sisters searched for a name for their future label, it was their mother who whispered RUS, their great-grandfather’s surname.
As children, Patricia and Inés spent hours trying on her clothes and playing dress-up. Years later, they still describe RUS as a family affair. Their mother remains a central muse: the sisters speak of their love for seeing their creations worn by older women, quickly naming their own mother as one of those who wears RUS best.
Long before the brand was born, their roles began to take shape. Patricia studied design, focusing on knitwear; her prototypes piled up at home. Inés, then on a path far removed from fashion, made a habit of claiming and wearing them. It was a first, intimate family showroom—no orders, no campaigns, just a single client who knew the designer by heart.
Yet, their paths might have remained parallel. Patricia pursued fashion, working for Inditex and then Bimba y Lola, while Inés became an engineer, working in logistics—an environment she describes as heavily male-dominated. Eventually, Patricia urged her to pivot, leading Inés to the London College of Fashion.
And then came Copenhagen, September 2018.
Traveling together, the two sisters spoke of their professional frustrations, of what they truly wanted to create. They began to seriously entertain an idea that, until then, was far from obvious: working together. It was on the streets of Copenhagen that the vision for RUS came to life.
While RUS was still just a project on paper, they met French artist Diane Dal-Pra over coffee in Paris. Her work resonated deeply, shaping the visual language of their very first campaign. Even before they had a physical studio, they had already begun to cultivate their brand’s aesthetic.
Taste
Galicia · RUS · Patricia & Inés Gutiérrez · Sisters in business · Family affair · Grandmother’s wardrobe · Great-grandmother stories · Granada · Mother’s closet · Stolen sweaters · Sister’s prototypes
