In July 2012, Ruff and Huddle started selling tee shirts at Spitlefields Market, East London. At its core are 2 young parents who were tired of the clothes available for kids and wanted to start something new that would appeal to other parents like them with their own identities who didn't want to dress their kids in the same gear as everyone else.
"When we design we look to make product that isn’t available for children... our brand is advanced basics, we play on trends that are present in the menswear and high fashion - such as our MA1, cuddle and ragamuffin tee shirts which have a team sports look to them and are printed on tie dye and the all over print tracksuits."
The AW13 collection includes all over print designed with Zakee Shariff (Fashion/Print Designer) alongside embroidery patches and chenille designed by Josh Sutterby (Tattooist) of Kids Love Ink. These design are carried throughout the range on t-shirts and baseball tops. Key pieces from the AW13 collection are the MA-1 jacket and the ZS x RH London Varsity collaboration piece.
Ruff and Huddle is establishing itself as a brand known for its quality, style and authenticity. Designed with the independent personality in mind, Ruff and Huddle work with a carefully selected portfolio of artists who produce graphics for every season, all of whom contribute to creating a childrenswear brand with a unique identity. The collection sums up being small in size but large in character, fearless and totally loveable.