“Rua Rí” by Rua Rí is a contemporary denim collection for 2026. The inspiration comes from  exploring the themes of consumerism and overconsumption that we see in today`s world and tries to pivot their negative impact on modern society by creating a fun, streetwear collection that transcends seasonal wardrobes and gender norms. Unique hand-painted graffiti prints and concrete textures reflect an urban streetscape, with a colour palette of cool black and grey, highlighted with petrol blue. This collection brings sustainability to the denim and sportswear market and offers reversible elements, organic cotton and vegan leather pieces for the street-smart, eco-conscious customer. Wadding on jackets cleverly reuses Woolcool ™ a 100% wool product currently used in the food packaging industry. The brand Rua Ri, meaning Red King in the Gaelic translation has a new vision for Irish-made, sustainable streetwear that not only looks great, but inspires conversations about social and environmental change.