Cult Italian footwear brand Wushu Ruyi lands in the UK

Iconic Italian trainer brand Wushu Ruyi is now available for indies in the UK and Ireland to stock via Auburn Collective Fashion and Lifestyle Agency.

The label tested the market with a soft launch in 2022, amassing a range of independent stockists as well as Anthropologie. Over the next 12 months it aims to double its presence on our shores.

Founded by Italian brothers Walter and Paolo Lorini in 1985, the brand is a cult classic in Europe known for its cool sports-inspired designs and vibrant colour palette. Currently, it is stocked in more than 800 stores across 30 territories.

Mauro Di Liddo, CEO of Blackboard Group, the Milan-based company that owns Wushu Ruyi, says the brand feels it’s the right time to gain a UK and Irish presence: “We are really excited to be here – and to see the positive response we have received,” he says. “We have been shipping to online customers for several years but as that demand grew, we felt it was time to offer buyers a direct shopping experience – with a physical retail presence too.

“The UK and Ireland are important footwear retail markets and there is a sense of flair, heritage and individuality here that fits perfectly with our brand. We’re looking forward to seeing our AW23 designs in store soon.” 

Auburn Collective’s founding director, Tanya Boyten, said she had already seen a brilliant response to the brand: “We all know trainers are a hugely popular product and UK and Irish buyers are always looking for the next amazing look or design – and Wushu Ruyi ticks all of the style boxes,” she says. “They’re easy to wear with a massive range of colour combinations. It means they’re a great all-season piece, with everything from super bright to more muted designs.

“We’re seeing a real demand for colour and original design quality at the moment, so it feels like a great time to be bringing the brand to a bigger audience.”

Contact Auburn Collective for more information: E: