Issue link: http://papercitymagazine.uberflip.com/i/1215372
After immigrating from Isræl to the US in 2002 and working in the high-tech industry, Ruti Zisser felt she had made a wonderful mistake. Zisser's ancestors were seamstresses and tailors who relied on their skills to survive as a Jewish family in Germany during WWII. Disappointed she couldn't €nd the fashion she wanted in the US, she took a leap of faith and decided to create a new kind of luxury brand. A Ruti look has three rules: "It must be cool, it must be †attering, and it must be practical," says Zisser. Realizing technology was the missing link to solving issues within the fashion industry, she began to apply her past career experience to her new endeavor. In 2009, Ruti launched as a direct-to-consumer brand. Today, Ruti has 10 †agship stores across the country. Q: What sets you apart in your industry? A: When we design a new collection, along with speci€c inspirations of the season, we always prepare a huge photo board of our customers. We want to keep them at the forefront so we design clothing that meets their needs. Therefore, this season, we chose to model our new collection on real customers, just as you see in the photo. Q: What is your favorite place you've traveled to and why? A: Isræl. It's my second home. In Isræl, there are no rules to follow in the realm of design and technology. We believe innovation comes from breaking the rules, and that's what makes the outcome so amazing. A B O U T R U T I Z I S S E R C E O V I S I T R U T I D A L L A S S T O R E : 8 3 0 0 P R E S T O N R D . , S U I T E 6 6 0 S H O P O N L I N E A T R U T I . C O M A D V E R T I S I N G P R O M O T I O N Ruti Zisser is an Isræli fashion designer and CEO of RUTI