Our Story

Ruben Dario Campos founder of Rivet De Cru

Ruben's True Desire From A Young Teenager To Be Around The Fabric We Call Denim Was And Continues To Be His Driving Motivation To Create Daily What Today Carries Ruben's Personal Initials Of Rivet De Cru. "When You Slip On A Pair Of Premium Jeans For The First Time, The Emotions Flow, The Fabric Speaks To Your Skin, The Soul Of The Jean Speaks To Your Body. The Next Time You Slip On That Same Jean, He Will Look, Fit And Feel Superb.
The New Creases Or Tears That Are Created Each And Every Time You Wear This Jean Are The Characteristics That Make It Unique To You, Giving You That Special Bond And Transforming It With Age Into Your Favorite Pair Of Jeans. The Passion And Artistry Behind Our Premium Washes Are The Ingredients That Give Each Garment That Very Special Something I Call "The Blue Soul". The Quality And Durability Are The Standard By Which We Measure Every Single Jean At Rivet De Cru.
The Story On How The Rdc Brand Came To Be Is Truly The American Dream. Ruben Dario 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.  "I Remember Landing At Jfk Airport On July 4Th As A 9 Year Old Boy, Sitting In The Back Of My Uncle's Old Station Wagon And Driving Down The Expressway All Along The Lit Skies From All The Fireworks". I Knew This Place Was Special.
Growing Up On The Streets Of New York And Being Submitted To The Fashion Capital Of The World, I Started To Realize What I Wanted To Do. I Was Going To Be In The Fashion Industry, I Began Designing My Own Jeans For Personal Use From Old Jeans And Scraps Of Leather. I Placed Unique Rips/Tears To Give My Custom Levis Those Original Looks Happening At The Time. I Remember Buying My First Sewing Machine, Just So I Could Sew My Jeans Tighter At The Leg Openings.
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, With Bleach And Old Oil Cans I Had, 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 I Was Heading In The Right Direction.
I Learned How To Design, Launder And Manufacture My Own Product In Far Away Lands With My First Brand Called Azzure Denim In 1999. I Started My Second Denim Brand Called Imperial Junkie In 2005, Which Were All Selvedge Denim Jeans Which Came In A Giant Plastic Pills. It Quickly Became Known That It Was Difficult For Me To Translate To My Graphic Artists Exactly The Look And Feel Of The Garment I Was Trying To Design. By Reading Books And Taking Courses, I Was Able To Learn Graphic And Web Design, Which I Today Use For All Rdc Garments And Websites.
A Denim Artisan Is Just That, A Person That Can Take A Raw Fabric And Turn It Into A Canvas For Their Work Of Art. From The Way We Feel The Weave Of The Yarns, To The Understanding Of The Chemicals, Rocks And Time Used To Achieve That Perfect Shade Of Blue. I, Ruben Dario Campos Invite You To Sample A Pair Of Rivet De Cru Premium Jeans. It Will Become Your Favorite Pair You Own, I Guarantee It.
The Rivet De Cru Brand Is Currently Distributed In 450 Boutiques In The Us And Canada. Rivet De Cru Also Sell In 27 Countries World Wide. The Brand Has Expanded To Include Outerwear, Knits, Fleece, Wovens And Accessories. Rivet De Cru Plans Its Launch Of Womens In Spring 2016.