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Rut&Circle is a trend oriented fashion company based on real stories and made for real people. This brand book presents our two main brands and personalities Rut and Sally it also provides a brief look in to how we work and why.
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RU T
My name is Rut. I’m 26 years old and work as a stylist within the French fashion industry. I was born in Stockholm, Sweden, but I now live and work in the Marais, Paris. As a stylist, I obviously have a strong passion for the latest trends, but my interest first and foremost lies with understanding where the source of inspiration comes from and how trends starts and how they evolve. My personal style is ever changing and hard to define as I dress according to the occasion. I have the feeling that people tend to consider me as beeing rather picky and fashion forward, and because of this I occasionally surprise my friends with outrageous outfits.
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V isi o n
Fashion you afford to love. These words echoes through everything we do at Rut&Circle. And by them, we produce collections from the biggest trends on the market at a price everyone can afford to buy, wear and love.
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Busi n e ss i d e a
We offer the biggest trends at super competitive prices.
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H ARD FAC T S
Rut&Circle is an ever expanding Swedish fashion brand within the fast moving fashion industry. Inspired by the biggest trends on the market, our designers, buyers and ambassadors create six unique collections every year at our headquarters in Gothenburg. Today we have several Rut&Circle concept stores and we are represented at over three hundred retailers world wide. All of our stores get updated weekly with the latest products in order to guarantee our customers the absolute best from the biggest fashion trends. We collaborate with independent distributors and producers who have a long and thorough experience of production in both Europe and Asia. While always seeking further development, these collaborations make sure that we always have the quality necessary to stay fashion forward and affordable.
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C I RC L E C ON C E P T
With Rut&Circle, we introduce not only our new brand, but also our brand new way of thinking. The Circle includes everyone from designers, art directors, architects, producers and retailers all the way to final consumers. Everyone can be part of the circle and everyone can make their voice heard. Starting with Rut and Sally, we will every now and then introduce new people who acts as ambassadors and inspirational sources. These ambassadors will not only have high impact on our designs, but you will also be able to follow them in various social media.
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OU R C O L L E C T I ON
Every year we create and curate six unique collections based on the biggest trends. Our designers, buyers and ambassadors currently create and curate six unique collections every year, based on the biggest trends on the market. As they are character driven, we divide our collections between our two brands Rut&Circle and Sally&Circle. Rut&Circle, being our main brand focuses on the latest and biggest fashion trends, while Sally&Circle is a lifestyle brand and is often appreciated by the slightly younger customer. Being an expansive brand, we are soon to introduce new brands and characters.
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M ARKE T C O M M U N I C AT I ON
Everyone can be a part of the circle. Everyone can make their voice heard. Rut&Circle is a progressive brand, constantly evolving through its ambassadors, who give the brand it’s voice. We are shown in magazines, on the internet and on the streets. We are visible at places that matter. Our advertisements communicate a high level of fashion at a low price, accompanied by quotes based on real stories from our ambassadors. As Rut&Circle is part of the fast moving fashion industry, we use fast moving media such as blogs, Facebook and Rut&Circle’s own web page. Our character driven stores and web shops guide the customers through our collections, using large imagery with a clear product focus.
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S A L LY
I’m 20 years old and go by the name of Sally. I was born outside of Stockholm, but I’ve spent large portions of my life in New York since my dad lives here. It’s safe to say that I’ve always been very inspired by strong personal styles, and is there a better place than NYC when it comes to expressive personalities? I believe that great style comes from within, and for me that means from my interests. I love music, sailing, festivals and sports just to name a few. I’ve always been very passionate about what I do and like, so my interests usually shine through on my personal style and the way I dress.
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The Rut&Circle stores draws their inspiration from princess rooms of the romantic era, but are stylized into a modern, light colored Scandinavian aesthetic. The stores present a world of contemporary fashion that appeals to fashion customers as well as more spontaneous shoppers. The stores guide the visitor through its booths of fashion where latest trends are vibrantly displayed with both pictures and clothes.
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C ON TAC T
Rut&Circle Head office Volrat Thamsgatan 2 412 60 Gothenburg Sweden Customer enquries info@rutandcircle.com +46 31 61 64 60 (Switchboard) Anna Cramer Sales and Retail Manager anna.cramer@rutandcircle.com Anna Westlund Head of Marketing anna.westlund@rutandcircle.com Cecilia Dahl Purchasing Manager cecilia.dahl@rutandcircle.com Daniel Johansson CFO daniel.johansson@rutandcircle.com Hampus Tengwall Logistics Manager hampus.tengwall@rutandcircle.com Tomas Hjelte Senior Adviser tomas.hjelte@rutandcircle.com Caroline Hjelte CEO/Project Manager caroline.hjelte@rutandcircle.com Legally responsible publisher Rut&Circle
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www.rutandcircle.com facebook.com/rutandcircle instagram.com/rutandcircle pinterest.com/rutandcircle