Our Story

Ruhu began long before it had a name. It started with my mother, who taught me to recognize the beauty in fine craftsmanship and vintage clothing. What began as admiration quickly grew into a love affair. Weekends became treasure hunts through markets and charity shops in London, Paris, Dar es Salaam, and Casablanca.

In 2018, it felt right to finally give this passion a home. That home became Ruhu.

Ruhu is a thoughtfully curated collection of unique, handpicked vintage pieces — each one ready to become part of your story. We believe clothing is more than fashion; it’s emotion, expression, and storytelling. The word Ruhu, meaning soul / spirit / essence in both Arabic and Swahili, reflects exactly that.

As time passed, creating our own pieces became a natural evolution of the journey. This gave birth to the Ruhu Collection — designed with the spirit of vintage and handmade in Morocco for the fearless, free-hearted individual.

We create slowly, intentionally:

*Produced in small quantities

*Crafted using industry deadstock fabrics

*No print placement — every piece is one of a kind

*Shipped in biodegradable packaging

Sustainability isn’t a trend for us — it’s a responsibility. With every piece, we honor the past, cherish the present, and protect the future.

Ruhu is for those who feel deeply, dress intentionally, and wear their essence boldly.

Tunu Kibelloh
Founder and Creative Director
xoxo