LETTER FROM THE FOUNDER

 

Salaam, and welcome to RUUQ.

My name is Alizar, and I’m the founder and CEO of RUUQ — a sentence that still feels surreal to write. I never set out to build a clothing brand, nor did I imagine creating pieces that would reshape the way people approach their wardrobes. But necessity has a way of revealing purpose, and RUUQ began with a personal need that grew into a larger vision.

As a Muslim revert raised in the West, my transition into modestwear came with its own learning curve. Traditional pieces like hijabs, abayas, and jilbabs weren’t familiar to me growing up. My style was rooted in streetwear — especially Japanese street style — expressive, layered, and, when styled intentionally, beautifully modest.

When I chose to wear the hijab, I tried to merge these worlds. Sometimes it worked. Often it didn’t. I struggled to find pieces that supported modesty without compromising style or comfort. I would sketch outfits just for fun, and over time I noticed a pattern: every look began with the same essential base — a clean, high-neck layer connected seamlessly to an undercap.

One day I asked myself a simple question:
“Why doesn’t this exist?”

I remembered pinning undercaps to turtlenecks.
I remembered mismatched fabrics and slipping scarves.
I remembered packing multiple layers just to achieve one look — only to forget something essential.
And I realized: life is complicated enough; getting dressed shouldn’t be.

That moment became the beginning of the RUUQ Hood Bodysuit — the foundation of what we now call CORE.

CORE represents the pieces that begin the outfit: streamlined foundationwear designed to stay in place, support movement, and create clarity at the base of the wardrobe. The RUUQ bodysuit was built to remove friction from daily dressing — secure coverage, clean lines, purposeful structure.

As RUUQ grew, so did the vision. People needed more than foundations; they needed pieces to build on.
That’s where FORM emerged.

FORM is our approach to visible layers — tops, bottoms, and outerwear designed with the same principles as CORE: clean silhouettes, quiet structure, modern proportions, and intentional design. FORM pieces are made to integrate effortlessly with CORE, creating a wardrobe that feels cohesive, grounded, and easy to wear.

From a single sketch to a full system of dressing, RUUQ now offers foundations and layers that support the rhythm of real life — work, movement, motherhood, travel, and rest.

I truly cannot wait for you to experience the ease, clarity, and confidence these pieces bring to your everyday wardrobe.

With warmth,
Alizar Tawil
Founder & CEO, RUUQ