Success Stories

Ruben Jurriën

Jurriën Gerben Breed, better known by his designer name, Ruben Jurriën, is a Dutch fashion visionary based in the vibrant city of Amsterdam, Netherlands. Graduating cum laude from the Amsterdam Fashion Institute (AMFI) in 2022 with a specialization in Fashion & Design, Ruben embarked on a journey to revolutionize the fashion industry with his unique blend of creativity and inclusivity. 

As a designer, Ruben's daily activities revolve around creating fashion that not only uplifts our emotional state of being but is also wearable for individuals of all sizes. He officially launched his brand after graduating from MBO in 2018, but it was his conceptual ready-to-wear pieces that gained prominence in stores starting from 2023. 

Describing his design aesthetic in three words as "Femboyant," as it contains "Fem" from feminine, "boy" as in masculine, and "boyant" sounds like beyond the binary, Ruben's work is characterized by oversized fits, vibrant colors, and his recurring icon: Toetie, the sleeping bunny from his childhood (now the symbol of his brand). Ruben's creations playfully challenge societal dress codes, breaking the rules to make it easier for people to express themselves authentically. Inspired by reshaping the idea of fashion and clothing rules, Ruben's creative process is driven by a desire to be true to himself and to voice the experiences of those often forgotten in the fashion world. His recurring message of "KINDNESS WILL SAVE THE WORLD" underscores his commitment to creating garments that serve as wearable protest signs and conversation starters, promoting inclusivity and diversity. 

Ruben's career highlight came when he won the Annual Fashion Competition, Lichting, in 2022 with his graduation collection, earning him a spot at Amsterdam Fashion Week in 2023. Here, he showcased a collection that not only featured inclusive models but also portrayed a hopeful vision of a welcoming and heartwarming fashion world. 

In the next 10 years, Ruben envisions himself running an open atelier in the heart of Amsterdam, where he not only showcases his creative process but also operates a shop, making his story both admirable and wearable. His dream includes continuing to create impactful shows that combine his love for theater and runways. 

Participating in FASHIONCLASH projects like Open Mic Night and Clash House provided Ruben with invaluable guidance in combining his love for theater with the world of fashion. These experiences helped strengthen his message and the impact of his designs through storytelling and performance. 

Reflecting on his experience with FASHIONCLASH, Ruben fondly remembers the safe, comfortable, and exciting work environment, likening it to a family where he felt encouraged to step outside his comfort zone. 

Ruben envisions a future of fashion where individuals can find their own tribe and express themselves authentically. He aspires to be a beacon for radical optimists, visualizing a kind and playful future through his designs. He aims to further develop his skills in size adjustability, upcycling, and performance elements in his designs. 

Outside of fashion, Ruben is a theater kid at heart, having attended theater school from ages 8 to 18. Combining fashion with theater has been an exciting journey for him. He even has a tattoo of Toetie, his childhood bunny icon, as a reminder of comfort.