Our Story

Industry veteran Ruben Dario Campos founder of Rivet De Cru Jeans

Ruben's true desire to be around the fabric we call denim for years was and continues to be his driving motivation to create daily what today carries Ruben's personal initials of Rivet De Cru. When one slips on a pair of premium jeans for the first time, the emotions flow and you feel as the fabric speaks to your soul. You know that the next time you slip on that jean, he will fit and look different. The new creases or tears that are created from wear is what makes it unique to you, giving you that special bond to be your favorite pair of jeans. It was and continues to be the love and understanding for the indigo fabric, which drove Ruben to start Rivet De Cru. 

The passion and artistry behind Ruben's creative washes is what gives each garment that very special something – The blue soul. It represents the values that have true relevance in a world of constant change. The quality and durability of these values are the standard by which Ruben measures the Rivet De Cru brand. 

The story on how the Rivet De Cru Jeans brand came to be is truly the American dream as Ruben Campos was born in Colombia in 1972; his mother brought him to New York City in 1981 for what was supposed to be a one-month vacation.  Growing up on the streets of New York and being submitted to the fashion capital of the world he started to design his own jeans back in the late 80's.

Using denim, leather appliqués and carefully placed unique rips/tears to give his Levis that original look. I remember buying my first sewing machine, just so I could sew my jeans tighter at the leg openings so I would not have to put the safety pins on everyday to go to school. Slims fits were big back then and so were safety pins. At the beginning they were just for me, until high school friends began to order custom jeans from me. Born with the gift of gab, I started selling jeans for a small fee out of my high school locker. All which I was washing from my own parent’s bathtub, a lot has changed since I experimented at home. 

My career in the fashion industry began in the early 90's working as a salesperson for Italian jean maker Parasuco Jeans. Alongside Salvatore, I was fortunate to meet designers that I always looked up at from Diesel, Girbaud and AG Jeans. From the beginning I was surrounded by premium gurus, all along knowing that one day I too would have my own premium denim line. I learned how to design, launder and manufacture my own product in far away lands with my first brand called Azzure. I also self-tough myself all the software necessary to design, market and produce my own garments. Today, Rivet De Cru Jeans sells in over 450 stores to 27 countries worldwide.

Denim Artisans are just that, people that can take a raw fabric and turn it into a canvas for their work of art. From the way we feel the weave, to the understanding of the chemicals and rocks used to achieve that perfect shade of blue. I, Ruben Campos Invite you to sample a pair of my jeans, if for any reason you are not completely satisfied, let me know... I will make you another one…

Word of advise, take time for something important: thoughts and feelings, beauty and culture. 

Time for oneself and for others – and for the most significant moments in life. 



(Interesting reading for all)


5 Beltloops

This is how many beltloops a typical pair of jeans has. Two beltloops are positioned in the front before the front pockets. Two loops are at each side and one in the center back of the jeans. The leather label is positioned between the right side and center back loops.


Wet processors (laundries) try to make garments look worn or faded by scraping or rubbing the surface of the fabric causing abrasion.

Laundries use this chemical to make denim jeans fade. Liquid bleach is usually an aqueous solution of sodium hypochlorite, and dry powdered bleaches contain chloride of lime (calcium hypochlorite). Because chlorine destroys silk and wool, commercial hypochlorite bleaches should never be used on these fibres.


Cotton, genus Gossypium, one of the world’s most important crops, produces white fibrous bolls that are manufactured into a highly versatile textile. The plant has white flowers, which turn purple about two days after blooming, and large, divided leaves.   Length of fibre ranges from 3/8 to 2 (Egyptian, Sea Island). The longer the fibre, the higher the price and the more luxurious the fabric.   Cotton withstands high temperatures, can be boiled and hot pressed. It is resistant to abrasion has good affinity to dyes, and increases in strength 10% when wet.   The world’s leading producers of cotton are China, the United States, India, Pakistan, Uzbekistan, Brazil, Turkey, Australia, and Egypt.


Fabric made with a blue cotton warp and white cotton filling. Denim was originally called serge de Nimes because it was produced in Nimes, France.
Hard-wearing material.   Originally it was used as working clothes like overalls and jeans. Nowadays it’s used for fashionable clothes. Often blue, with artificial caused patina like groping and holes for a worn look, maybe covered by patches for decoration.


Dips is used to describe fabric or yarn when they are immersed in dye. Indigo yarns are dipped in an indigo bath usually 6 times but up to 16 times.

Double Needle

A seam commonly used in Jeanswear garments (shirts, jeans, jackets) where a sewing machine stitches two threads side by side for strength at one time.

Enzyme Washing

Use of cellulose enzymes to soften the jeans and lighten color.


Indigo is a blue vat dyestuff, that was originally taken from the “Indigofera tinctoria” plant by fermenting the leaves of the shrub. In 1897, fourteen years after Adolf von Bayer identified the chemical structure of indigo, the chemical became synthetically manufactured.  Indigo’s inherent features are good colourfastness to water and light, a continually fading and its inability to penetrate fibres completely. This allows the blue color in jeans made from indigo to always look irregular and individual.


A manufacturing company that takes unwashed jeans, and processes them. This processing includes washing, stone washing, sandblasting, and garment dyeing. Laundries today are critical in making jeans look commercial and wash development has become equally important to fabric development in the jeanswear industry.
The best laundries and wash developments come from Italy, Japan and the United States.


Fabric dye process on denim fabrics. Most frequently used on indigo or black denim fabric which is overdyed black.

Ring Spun denim

This is the denim of the past. Ring Spun Denim is more rugged and is a less refined yarn. This yarn adds character to the denim because of the “slubs” running throughout the yarn. Slubs are tiny knots of cotton, and these slubs are found randomly throughout the yarn. All in all, ring spun is stronger and will last longer than normal Open End Denim.


A fabric finishing process where fabrics are sanded (real sandpaper) to make the surface soft without hair. Can be performed before or after dyeing.


Process in which pumice stones are added to wash cycle to abrade denim and loosen color.


The lengthwise, vertical yarns carried over and under the weft. Warp yarns generally have more twist than weft yarns because they are subjected to more strain in the weaving process and therefore require more strength.

Weft (also called filling)
The lengthwise, selvage to selvage horizontal, yarns carried over and under the warp. Filling yarns generally have less twist than warp yarns because they are subjected to less strain in the weaving process and therefore require less strength.
In pile-fabric constructions, such as velvet or velveteen, extra sets of warps are used to form the pile. A single filling yarn is known as a pick.