Rumi Neely is an American fashion blogger known for her style and photography. She is of Japanese, Dutch, and Scottish descent.
I think that for the position that I'm in the strongest thing that I can do is produce pieces that are exactly the thing that I want them to be.
Everything kind of was leading towards that and I had so many specific ideas always about how exactly I wanted something to look. I would customize so many things in my wardrobe that were vintage or things that I was buying, and it just really all aligned and the timing was perfect.
I definitely think about the types of girls that I think would like a certain thing, but at the end of the day it's the most pure expression of myself, let's say, what I'm doing and what I want to create.
In the beginning I just was dreaming about working in fashion at all, no matter what the role would be, and it just seemed so unlikely. I was living in San Diego and it seemed so far away.
I can get into my own head [and] not have to really envision that girl. I am that girl and I know what I want something to feel like and move like. It's really inspiring, of course, to see so many girls wearing the line and I love their take on it, it almost feels like this religion or something at this point. It's really exciting.
It's really cool because it's all exactly my vision. I'm not watering anything down.
I've been so lucky that there's been such an intense and positive response to the line. It's one of the craziest things.
I started my blog - never thought that would have an audience, and that turned into such a huge, life-changing career for me. I definitely wanted it, I just didn't fully plan on it, of course.
I'm such a maniac about just having every last possible bit feel just as if so much care was put into it, and it was. It's almost like a really selfish experience to wear one of our slip dresses or one of our blouses because it's so luxurious in a secret way.
Any type of commercialization or, like I said, watering that idea down would be so damaging and frankly, be pretty uninspiring to me, because the fact that every piece is like my dream thing that I just can't get enough of and am just so excited to wear, is just the whole point of it.
I think that our strength is actually how niche our product is, and not that it's very commercial and very similar to things that are out there already.
It sounds insane, I know, but I think that - I'm so lucky because I basically am my own muse.
I've always been into chokers. They're definitely having a big moment right now, and that's so cool.
I feel like doing basic, casual pieces and then doing really elevated, more unexpected things is becoming more possible. I feel like I do eventually want to be able to address more categories, like active or evening.