The Brand

Founded in 2021, The Ruling was started by Isabella Zofrea, a young communications student at Sydney’s Billy Blue. Isabella first established her calling for fashion seeing her parents Sonia and Anthony start their own fashion label, Black Caviar Designs. Despite experiencing the successes, setbacks, and stresses of starting a business firsthand, Isabella pursued her own brand relentlessly. The Ruling first began conceptually, as a college project. Drawing attention and commendation from loved ones, Isabella was inspired to bring the label to life. 

 She recognised the unnecessary categorising of seemingly androgynous loungewear/streetwear items as women’s and men's, and how perplexing it is to navigate websites divided into these labels. Isabella avoided restricting clothes to set gender groups, recognising how discouraging this can be as a shopper wanting to shop under a category that isn’t synonymous with our gender identity.

The Ruling xx