RUDSAK is revolutionizing the fashion industry by maintaining a commitment to innovation and versatility. Check out our chat with Evik Asatoorian, Founder of RUDSAK, below, to learn more.
HOLR is sitting down with Evik Asatoorian, the founder of RUDSAK, to discuss the brand in its entirety. When asked how he got his start, Evik’s journey into the fashion industry began during his teenage years- driven by a profound passion for fashion and an innate desire to contribute to the retail industry. 
Starting with the creation of footwear, he later collaborated with his family to establish a leather garment business, laying the foundation for his venture into the fashion world. In 1994, equipped with expertise from the needle trade, he turned his dream of having his own label into reality with the launch of RUDSAK, a testament to his dedication to both craftsmanship and family collaboration.
Keep reading to learn all about the brand and how Asatoorian- a trailblazer in the industry- brings RUDSAK to life through style and design, all the while maintaining a thoughtful balance between function and fashion in his work.
How did you bring the concept of RUDSAK to life? Tell us about the process.
After launching in 1994, the concept of RUDSAK came around my love for outerwear, fueled by an unwavering passion for different commodities. The vision was clear: to introduce products that didn’t exist in the market, enhancing the total look with elegance and recognizable branding.
As the Creative Director, I was determined to bring a unique perspective to the fashion landscape. The process involved a clear vision, a dedication to outerwear, and a commitment to creating an elevated, distinctive aesthetic that resonated with consumers. This year marks a significant milestone for RUDSAK as we celebrate our 30th anniversary. Over the past three decades, each season has become an opportunity to refine and enhance our offerings, contributing to RUDSAK’s recognition in both the Canadian and global fashion scenes. Reflecting on the journey,
I’m grateful for the continuous learning and the collaborative effort that has fueled RUDSAK’s success. Here’s to three decades of innovation, style, and a commitment to pushing the boundaries of fashion.
How is RUDSAK revolutionizing the fashion industry when it comes to style and design?
RUDSAK’s revolution in the fashion industry extends beyond aesthetics. With a focused understanding of commodities, I personally recognize the intricacies of manufacturing across various domains, including accessories, clothing, handbags, and footwear.
This comprehension allowed us to evolve and pioneer in areas that were previously unexplored. Being the first to integrate wool, leather, footwear, and accessories into our collections, we earned recognition, winning the 2023 CAFA award. Our commitment to innovation and versatility, coupled with a blend of sophistication and functionality, ensures that RUDSAK continues to redefine the fashion narrative, pushing the boundaries of style and design.
Tell us about some of the latest designs from the brand. How do they blend function with fashion?
Our latest designs showcase a seamless blend of function and fashion, catering to diverse lifestyles. Embracing the technical demands of skiing, we’ve integrated ski-specific features, emphasizing the RECCO technology for enhanced safety during outdoor adventures and city strolls alike.
Seasonality is a key focus, with an innovative approach to winter fabrics, incorporating recyclable materials and transitioning from shiny yarns to matte finishes. The clear direction in design allows our pieces to stand out, offering a range from lightweight options to heavy parkas, ensuring versatility for various climates and occasions. Our commitment to evolving technologies, reflects our dedication to constant innovation, ensuring our designs remain at the forefront of both style and functionality.
What are some of the most popular styles from RUDSAK?
Among our diverse collections, the standout ‘hero’ style is undeniably the Heritage Collection. More than just a line, it represents a revival of iconic pieces designed to meet the needs of tomorrow. These essentials carry a distinctive logo, symbolizing our enduring Canadian heritage and leadership in outerwear since 1994. The Heritage Collection goes beyond fashion; it’s a testament to our commitment to warmth, timeless yet cutting-edge design, and a dedicated stance on sustainability. We are proud to incorporate recycled materials into this line, reflecting our pledge to address the challenges of climate change.
In a world that is rapidly changing, so is RUDSAK.
Our commitment to offering the warmest outerwear products extends beyond the present to shape a sustainable future. As we face the defining issue of climate change, we believe the fashion industry must play an active role, and RUDSAK is dedicated to being part of the solution – caring for the planet and its people. “Climate change is a defining issue for our time, and the fashion industry must play an active role in curbing its effects for future generations. The initiatives we are putting in place today exemplify RUDSAK’s commitment to being part of the solution – caring for the planet and its people.” In addition to our renowned outerwear, RUDSAK offers a diverse range of commodities, including climate-oriented products that align with our commitment to sustainability. From accessories crafted with eco-friendly materials to footwear designed for both style and environmental responsibility, every RUDSAK item reflects our dedication to a holistic approach that prioritizes the planet’s well-being.
What can we expect from RUDSAK when it comes to future collections?
Building on the momentum of our successful activewear launch last year, RUDSAK is poised to redefine the landscape of luxury performance fashion in future collections. Our vision to be a year-round brand has taken a significant step forward with the inclusion of activewear in our product portfolio. In upcoming collections, you can expect the continuation of our commitment to versatility, innovation, and style. Our activewear offerings, introduced last year, have been well-received, and we’re dedicated to expanding and refining this line to cater to the diverse needs of our clientele.
Anticipate a seamless blend of RUDSAK’s distinctive style with cutting-edge activewear functionality, providing you with apparel that effortlessly transitions between daily life and active pursuits. The future holds exciting possibilities as we continue to evolve and meet the dynamic demands of the contemporary lifestyle. Stay tuned for more groundbreaking collections as RUDSAK continues to push boundaries and redefine luxury performance in the fashion industry.
Where does the brand draw inspiration?
Drawing inspiration is a deeply personal and ever-evolving journey for me.
In the creative process at RUDSAK, my inspiration is a mosaic of influences that resonate with my experiences and passions. Love, a powerful force that sparks the imagination, serves as a cornerstone of inspiration for RUDSAK. This emotion, intertwined with the vibrant tapestry of urban lifestyles, particularly those of the younger generation, forms the bedrock of our design philosophy. I believe that love can fuel creativity, giving rise to unique expressions that mirror the dynamic pulse of the economy and contemporary culture.
Nature remains a profound influence on my designs; the raw beauty of landscapes, the play of light, and the contrasts found in the natural world often find expression in our collections. Additionally, the dynamic energy of urban environments fuels my creativity, infusing a sense of modernity into our creations. Architecture, with its lines and structures, is another significant source of inspiration. The interplay of form and function in architectural design mirrors the principles I aim to embed in RUDSAK’s fashion – a seamless blend of style and practicality. The world of art and music also holds a special place in my creative process.
Drawing inspiration from the works of artists and the rhythms of music, I seek to infuse our collections with a sense of creative expression and cultural resonance. Moreover, the rebel spirit ingrained in RUDSAK’s DNA reflects my personal ethos of embracing individuality and pushing boundaries. It’s about creating fashion that not only looks good but also reflects a certain attitude, a statement of confidence and authenticity. I firmly believe that people don’t need much description for our collections; they speak for themselves. In the end, the RUDSAK collections are a manifestation of this diverse inspiration, resulting in designs that tell a story and capture the spirit of those who wear them.
What’s next for RUDSAK?
The next chapter for RUDSAK holds a vision of evolving into a true lifestyle brand that resonates with a broad audience, offering a place and product for everyone. Our goal is to create an upscale product range that not only caters to diverse tastes but also becomes an integral part of people’s daily lives, seamlessly blending fashion with functionality. Looking ahead, we aspire to expand our footprint internationally, sharing the essence of Canadian heritage rooted in weather resilience, climate adaptability, and a distinctive fashion image.
By reaching new horizons, we aim to showcase how RUDSAK’s unique blend of style and practicality can transcend borders, resonating with individuals around the globe. Our journey continues to be driven by a commitment to excellence, innovation, and an unwavering dedication to offering quality products that stand the test of time.
Published by HOLR Magazine.