RÜTME: Up-and-coming Danish fashion set to hit the UK

Those who love to have fun with their clothes will be happy to hear that the Danish fashion label RÜTME has arrived in the UK.

There’s a clear 1990s street-style inspiration behind the collection shown in the geometric prints, slouchy cuts and eye-popping colour. A bit like the outfits that Will Smith wore in The Fresh Prince (his clothes were the coolest) except updated, a bit like the “nu rave” craze we all went through in 2006 (remember the Klaxons?) except not lame. By using such bold print and colour, RÜTME could have so easily come off as trying a bit too hard, a bit too “Look at me! Look at me!”, but the casual practicality of its’ sportswear shapes make the collection effortless, not remotely contrived or try-hard at all. There’s a versatility to the clothes; you could wear them to the shop to buy milk, or wear them to a party – the founders of RÜTME, Rikke Charlotte Larsen and Nicole Rindsig, describe their line as a brand for “whole generation on the go”, and we see what they mean.

Best of all is that the brand will be retailed at high-street prices so us girls won’t have to save too much to get in on the action. There’s no online stockist for the line as of yet, but it is being sold in Selfridges already – get down there before everyone else cottons on. To find out more about RÜTME, visit their lookbook here.