There are so many nice clothes in the world. Instantaneous sensibility is considered cool. But when everything seems to be falling into the category of consumables so fast, how many more of those can make your heart beat faster? This is the question that led to the inception of ROUTE 1, a contemporary range from Rubina. Under the slogan of ‘BECOME THE BEAT OF THE CITY,’ it launched in February this year, ambitiously declaring that it will set your heart aflutter.
ROUTE 1 fully inherits the strengths of Rubina including its unique tailoring and use of fabrics. One of Korea’s established fashion houses, Rubina has designed based on its draping technique over the past three decades, and has its own factories that specialize in knitting, dyeing and weaving. Making the most of all these resources, ROUTE 1 takes on a more contemporary sensitivity, and lowered the price range to bring down the barriers. There is no wondering “have I seen it somewhere before” when you see the collection. Asymmetrical ruffle blouse is sophisticated enough to resemble a marble statue. Several colors and textures are expertly mixed and matched to artfully demonstrate what a designer’s touch is. A knitted dress with bold pattern is an artwork in itself. For those who love fashion, its creations indeed are works of art that will make your heart race.
ROUTE 1’s creative director Park Jahyun has joined Rubina when she was 23, and starting from the knit section she has earned her stripes in all divisions including accessories and fur. In the past 16 years, she has honed her skills and it emanates through the brand. Quiet, calm yet with confidence.
* Pop-up Period
September ~ December 2017: KSL pop-up boutique, 67 Hollywood road, Central, Hong Kong
WRITTEN BY : MYUNG SUJIN (FREELANCE FASHION WRITER)