What, where, who?

Rhuki Apparel was founded in 2021 by Larece “Rhuki” Randall with the intention of creating thoughtfully designed staple pieces that feel both timeless and effortless.

Built on the idea of intentional dressing, our collections are designed to form part of a modern capsule wardrobe — versatile pieces that can be styled freely, worn often and lived in comfortably. All of our fabrics are sourced locally within South Africa.

Our garments are ethically manufactured in Cape Town through a collaborative partnership with a woman-owned business in Masiphumelele. Beyond production, the business actively reinvests in the local community through skills development in garment construction and sewing.

We produce our collections in small batches to minimise overproduction and encourage a more considered approach to fashion. Every partnership we cultivate is rooted in shared values, intentionality and authenticity.

The meaning behind “Rhuki”

The name “Rhuki” has its roots in childhood — a nickname lovingly used by close friends and family.

Traditionally, the word “rookie” refers to someone who is still learning, evolving and finding their way. Over time, that meaning became deeply personal. Rhuki Apparel was built on the belief that growth is continuous and that there is beauty in becoming.

Always learning. Always evolving. Like a Rhuki.

The inspiration behind the logo

Every element of the Rhuki logo was designed with intention.

The evolution from “Roekie” to “Rhuki” symbolises individuality and a departure from the ordinary — simple, refined and intentional in its form.

The crown placed above the “R” references the way the nickname was written during childhood, serving as a reminder that even while learning and evolving, there is dignity and strength in the journey.

The underlined “U” represents you — our community and customers — who remain at the centre of everything we create.

A note from the founder

Rhuki Apparel is a reflection of a journey that continues to evolve — one rooted in authenticity, creativity and purpose.

What began as a dream envisioned by a girl from Queenstown in the Eastern Cape has grown into a brand shaped by community, craftsmanship and intentional design. Though the journey is not linear, every step has contributed to the story we continue to tell.

As you take this journey with us, we hope to cultivate a space that celebrates individuality, meaningful expression and the courage to evolve into all that we are meant to become.

With love,
Rhuki

 
Meet the team

What began as a one-woman venture has since evolved into a collaborative partnership.

Etienne Gelin joined Rhuki Apparel as Co-owner and Project Manager, overseeing brand strategy, operations and creative development. Originally from France, he brings a thoughtful global perspective and a touch of je ne sais quoi to the brand.