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, as a creative expresser, I have always had a passion for design, but it wasn't until later in my career that I realized my true calling. After studying Business Marketing and Fashion Design and Merchandising, I spent 20 years creating apparel, accessories and product development for other brands.

Launching my own brand was a longtime dream; a huge moment of personal growth and a way to make impactful waves in my own community. Creating ROOROO has been a personal exploration of balance; being a working mother is a constant juggle and requires efficiency and an individual approach. Taking care of myself, my health, my family, my responsibilities, and being 100% present everywhere I am – this is what inspired ROOROO and it’s what drives our design philosophy. I loved the idea of creating a line of essentials that grows and shifts 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.