I am deeply committed to nurturing a legacy brand identity
Ruben Rojas is a visionary artist known for transforming urban landscapes into vibrant messages of love, hope, and inspiration. With a mission driven by love, he has created murals worldwide and worked with prominent clients to spread positivity through art and social responsibility. He sells apparel and accessories through his eponymous label. He speaks to Fibre2Fashion about sustainability, e-commerce, and inclusivity and diversity in the fashion industry.
How do you see the current trends in the apparel industry evolving, and what factors do you believe are driving these changes?
I do things a little differently, as I am an artist first and have a vision and a mission toward creating a culture of love. Although I keep my finger on the pulse, I do not operate directly on trend. As a creator, I believe in pushing boundaries, and although it is beneficial to apply what is happening in current events, it is essential to stay focused on the long-term vision. I am playing a long game of building a brand that will last, not something trendy and fleeting.
Sustainability has become a significant concern in the fashion industry. How do you see the movement towards sustainable and ethical practices shaping the future of apparel production and consumption?
Sustainability has quickly become another buzzword to help sell more clothing. Currently, it is still expensive to use garments made out of recycled goods or alternative materials. The intention is for the good but there is a sticking point as it increases COGs (cost of goods), decreases margins, and increases the cost of the final product for the consumer. I believe in creating quality garments that will endure for years to come, producing clothing that would not simply follow trends but will become items people want to collect and include in their long-term wardrobe rotation. If you start with a quality product, that in itself is fostering sustainability.
In recent years, there has been a growing emphasis on inclusivity and diversity in fashion. How do you think the industry is progressing in terms of representing a broader range of body types, cultures, and identities?
At the heart of my brand lies a celebration of love: self-love, affection for others, and care for our planet. I believe that inclusivity naturally thrives within a culture of love, and it is genuinely gratifying to witness greater representation of diversity in the world of fashion. The intention behind my products is to embrace everyone, and as an individual artist, I am committed to be inclusive to a diverse audience.
The rise of e-commerce and online shopping has greatly impacted the apparel industry. How have digital platforms influenced consumer behaviour and the way companies approach marketing and selling clothing?
Let me begin by acknowledging that if I had attempted this venture through a traditional brick-and-mortar location, it might not have materialised as it has. Thanks to the emergence of e-commerce platforms and the increasing popularity of online shopping, artists like me now have the opportunity to expand our work into the realm of fashion. This shift has granted us greater flexibility and a chance to take calculated risks in this industry. However, it is important to note that this space has become crowded with numerous players and massive advertising budgets that tend to overshadow smaller brands. Nevertheless, we have the advantage of being creative and agile, which allows us to connect with our audience on a personal level and turn them into loyal fans. The real opportunity lies in constructing a brand that goes beyond clothing, one that embodies a complete lifestyle that resonates with people and captures their beliefs and support. Our focus is to stand out from the crowd and build a strong mission behind our brand, ensuring that we make a meaningful impact in the market.
Ruben Rojas’ artwork is often seen on various apparel and accessories. How do you approach translating your artistic vision onto wearable and functional items?
As a Kinesiology major and multisport athlete, the core of my education lies in a deep exploration of human movement. I have come to view the human body as a truly captivating canvas, offering me a unique avenue to extend my artistic influence beyond traditional mediums like city walls, canvases, and paper, and onto the living canvas that is the human form. When it comes to clothing, I hold high standards for aspects like fit, texture, and how the fabrics move along with the body. I dedicate myself to seeking out the finest available options that enable me to convey my artistic expression effectively on this living canvas. The spectrum of my clothing ranges from elegantly understated to vividly colorful, often centred around black or white foundations. My ultimate aspiration is to translate my artistic work onto the human body with the utmost sincerity, ensuring that my creative essence remains faithfully intact.
What inspired you to venture into the world of apparel and accessories? Can you share any specific influences or experiences that led to this expansion of your artistic practice?
Ever since I was a child, I have been deeply passionate about various forms of fashion and lifestyle. From sneakers to different brands and styles, self-expression through fashion has always been an integral part of my identity. I can vividly recall seeking out various ways to earn money so that I could purchase the fashion items I desired, especially those my parents would not buy for me. As a brand, we are just beginning to explore our potential in this space. Our vision for the future is extensive, and I can envision incredible opportunities lying ahead in the fashion industry. The journey has only just begun, and I am excited to see where it takes us.
Collaboration seems to be an important aspect of your work. Can you tell us about any notable partnerships you had with fashion or accessory brands to create unique and limited-edition pieces?
Collaboration plays a critical role in expanding one’s voice and vision. Partnering with esteemed legacy brands like the NFL, New Era, and BMW has been an incredible dream come true for me. There is a clear distinction between building a brand from scratch and coming together with others to share a joint vision that aims to inspire the world.
Over the past few years, I have had the privilege of collaborating with BMW, a brand I consider the ultimate accessory. (Pun intended) While some may not view their car as an accessory, I believe it serves as an extension of one’s self-expression. Through this partnership, I had the opportunity to customise three unique BMWs with my signature artwork and drive my own custom BMW X5.
Although there are several other partnerships in progress, I am particularly thrilled to share that my collaboration with the NFL and New Era Caps continues. In early 2024, we will be releasing two limited edition hats, each representing six different NFL teams. This endeavour excites me as it allows us to reach even more people and share our creative vision with a wider audience.
How do you ensure that your artistic integrity and message are preserved when translating your artwork onto apparel and accessories?
Preserving the integrity of the work is of utmost importance, and often, it requires thinking creatively and innovatively to determine the best approach for execution. Initially, our method was screen printing, which allowed us to create a classic design with a single print. However, achieving the desired outcome depends heavily on precise placement and scaling, ensuring that the design makes a statement without overwhelming the garment. As we evolved, we ventured into multilayer screen printing, incorporating up to 10 different colours in our designs. While this technique opens up new possibilities, it also brings the challenge of increased costs for execution. To explore cost-effective alternatives, some may consider Direct-to-Garment (DTG) printing. However, DTG has not been a viable option for us as it falls short of maintaining the vibrancy and longevity of the designs we strive for.
In terms of design and production, what is the process like for creating Ruben Rojas’ apparel and accessory collections?
I embrace an unconventional approach, often improvising as I go along. Without a formal background or education in this realm, I am constantly learning on the move. I am persistent and refuse to accept ‘no’ as an answer. In numerous instances, we have had to refine our methods and devise ways to effectively carry out our plans. That said, we actively seek individuals who possess the capability to translate the collection’s vision into reality. From a design standpoint, I opt for a sense of simplicity, guided by a fundamental question: What would I choose to wear? This serves as my starting point. I aim to maintain the authenticity of the art studio, ensuring that the essence from both the streets and the studio remains intact. I am acutely aware that straying too far from this ethos could lead to failure, causing the collection to falter. Therefore, my approach leans towards a straightforward, minimalist aesthetic, accented by occasional bursts of vibrant colour.
The fashion industry has been increasingly focusing on sustainability. Do you incorporate any sustainable practices or materials in the production of your apparel and accessories?
Viewing sustainability through the lens of durability and longevity, we can strive for practices that contribute to lasting outcomes. Utilising the finest quality products and construction techniques ensures that whatever we create will have a longer lifespan. Moreover, by developing our distinctive styles and trends that are not bound by transient fads, we cultivate sustainability at its core. The notion of sustainability, therefore, encompasses an approach that involves thoughtful consideration of how our choices today can positively impact the future, both in terms of environmental preservation and enduring aesthetics.
Can you share any insights into the target audience or market for Ruben Rojas’ apparel and accessories? What type of individuals are typically drawn to your wearable art pieces?
‘Live Through Love’ is a lifestyle brand that ignites creativity, encourages optimism, and inspires people to see the world through the lens of love. It is a universal message for everyone, ideally, everyone wears and champions the brand from the super famous to the culture setters, and everyone in between.
Looking ahead, what can we expect to see from Ruben Rojas in terms of future apparel and accessory collections? Are there any exciting collaborations or innovative projects in the pipeline?
I am deeply committed to nurturing a legacy brand identity. My aim is not to chase fleeting trends or immediate victories; instead, my focus is set on long-lasting impact. As I examine the intricate patterns and designs presented by prestigious luxury brands, I hold a genuine belief that my patterns have the potential to become as iconic as the distinguished Louis Vuitton motif one day. With that vision in mind, I hope to one day collaborate with LVMH, Jordan, and other legacy brands to help us each expand and explore the possibility of what it is to live in a world that chooses love first.
Several collaborations and projects are currently in progress, yet what I wish to impart to the readers is a profound aspiration: to design the uniforms for the US Olympic team at the 2028 Los Angeles Olympics. Envision these athletes, embodying the spirit of America, stepping onto the grandest global athletic platform adorned in a patriotic palette of red, white, and blue love. This vision is something we truly require as a country to heal and move closer together.
