How Rùadh, a new high-end denim brand, is leveraging Substack to gain traction

Launched in mid-October, Rùadh, a sustainably-minded denim line founded by Jac Cameron, co-founder and creative director of contemporary label Ayr, is already showing up in the outfits and Instagrams of some of fashion’s most admired.

The brand kicked off with just 11 pieces ranging in price from $420-$780. The collection includes six pairs of jeans, including a five-pocket straight-leg style, a trouser-inspired style, a barrel-esque silhouette and a cropped style. There’s also a top, a skirt and some jackets.

“The [denim] industry has always been dominated by one or two key fits,” she said. “But, in the last 5-7 years, the industry is fragmented to a place where you can go out and [look for] any fit you want and it’s represented in the market. … There’s a customer for each one of these fits, and that’s a really nice place to be.”

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