Welcome to ROOROO

About Us:

ROOROO is a brand dedicated to creating purposeful essentials for your everyday adventures. The ROOROO collection is full of thoughtfully imagined pieces to make life easier. Multi-purposeful and fluid; they transform, shape-shift, adapt, expand and downsize to custom-fit every wearer’s lifestyle priorities. Just like you, ROOROO bags are never one-dimensional. We understand that life is constantly changing, and so are your needs.

We all have different modes, moods, personalities and responsibilities we need to inhabit, sometimes all in one day! ROOROO moves effortlessly with you, becoming an essential part of your daily life. Whether you're running errands, traveling, or simply enjoying a day out, RooRoo has you covered.

Simple and androgynous with clean lines, ROOROO blends timeless, elevated fashion with purposeful function, so you’re always ready to handle life’s twists and turns in style.


Meet The Founders:

Karen

Hi, I’m Karen, co-founder of ROOROO, a lifelong creative with a passion for design, I’ve always believed in the power of functional, thoughtful essentials that move with you through every stage of your journey. 

Before starting ROOROO, I studied Business Marketing and Product Development and Merchandising, and then I went on and spent over 20 years in the action sports surf skate industry, where I specialized in product development and design for apparel and accessories.

Launching ROOROO has been both a dream realized and a journey of personal growth. As a working mother, I’ve learned the importance of balance—taking care of myself, my health, my family, and my work while being fully present. That philosophy shapes everything we create at ROOROO: versatile essentials designed to adapt, grow, and shift with you at your own pace.

Dina

Hi, I’m Dina, co-founder of ROOROO, I was born and raised in Indonesia, I grew up immersed in the nature of Bandung and Bali, exposed to a rich culture of art, fashion and design from a young age. I moved to California for college and completed an MBA, but fashion and design was always my passion. When I graduated, I combined my two loves, fashion and business, and started my own handbag line, which is still successfully operating to this day.

Now, as a mom of two young boys, I understand the challenges of balancing a busy life with personal style and practicality. That’s why I’m so passionate about ROOROO; this thoughtfully designed collection meets the changing needs of women throughout their life cycle but also adds a touch of sophistication to every outfit. As someone with a sense of adventure who believes in getting lost and staying curious, I think every design should have a purpose and make life easier, no matter where the day takes us.