OUCH Studios was founded by April Ru Wan after three years as an editor at a London fashion magazine.
Spending her days interviewing independent designers, many of them women building thoughtful, uncompromising brands, changed the way she saw fashion. She became fascinated not only by the clothes they created, but by the worlds they built around them. The women who inspired her most were creating something that reflected the way they saw the world.
Those conversations became the foundation for OUCH Studios.
Rooted in the belief that femininity and strength are not opposites, the brand creates clothes for women who move through life with both softness and conviction. Women who are curious, observant and led by instinct.