Why Rūh

Rūh is a fabric-first modestwear brand built on the belief that clothing should respect both the body and the earth. We work almost exclusively with natural fibres such as cotton, TENCEL™ and other plant-based textiles, because science confirms what tradition always knew: natural fabrics are better for your skin, your health and your modesty.

At times you may notice a fabric that contains up to 5-10% elastane or polyester. Why? Because natural fibres do 95% of the work in breathability, drape and biodegradability, yet a small amount of synthetics can help details like sleeve cuffs keep their structure through daily wear. It is a quiet reinforcement, used only when truly necessary.

1. Breathability is biology

Natural fibres work with your skin, absorbing and releasing moisture to regulate heat and reduce odour. Cotton holds up to 27x its weight in water; TENCEL™ goes even further to release absorbed moisture back into the air. Polyester repels sweat, trapping bacteria and heat against the body.

2. True modesty requires drape

Natural fabrics fall with weight and flow, naturally creating space between skin and cloth. Polyester clings, builds static, and rides up with movement, often exposing one's shape and demanding extra layers. 

3. Microplastics are hidden but harmful.

Polyester sheds thousands of plastic particles with every wash. These enter via the skin, and can even penetrate the bloodstream. Microplastics have been linked to endocrine disruption, inflammation, and fertility issues. Natural fibres break down safely, without emitting toxins. 

4. Longevity is true value.

Polyester pills, thins, and loses shape. Natural fabrics evolve: twill strengthens, linen softens, TENCEL™ resists wrinkles. A natural garment doesn’t “wear out”, it wears in, becoming more comfortable and more yours with time. This is true cost per wear: value not measured in price tags, but in years of service.

5. Returning to fitrah.

For centuries, clothing across cultures was made from natural fibres. The synthetic revolution is barely 80 years old, yet already harming both human health and the environment. Returning to natural fabrics is more than a choice, it’s an act of responsibility.