I had the pleasure of interviewing Lacey and here is what she had to say:
What inspired you to launch Rhubaia, and what gap did you see in the market that others were missing?
I was inspired to launch Rhubaia by identifying an opportunity to bridge technology and sustainable fashion, creating not just a clothing brand, but a new way of interacting with our wardrobes. I saw a gap in how disconnected and wasteful the clothing purchase and selection process still is, and wanted to introduce a more thoughtful system that reduces textile waste while improving the experience of getting dressed each day.
Drawing from ideas like digital “skins” and life-like avatars in gaming, Rhubaia blends physical clothing and virtual elements to make styling more engaging and adaptable. Through AI-driven outfit recommendations, we aim to reduce decision fatigue, ease the daily “what do I wear?” stress, and ultimately support personal well-being.
You’ve spoken about the “hidden toxicity” in clothing: what should women be paying more attention to when it comes to what they wear daily?
Many pieces of clothing are chemically treated to be wrinkle-resistant, waterproof, or flame-retardant, and these finishes can linger on the fabric long after purchase. What’s often overlooked is how frequently these materials sit against our skin. Paying closer attention to fabric composition, finishing treatments, and opting for more natural or minimally processed materials can make a meaningful difference in reducing daily exposure.
How did your background in technology influence the way you approached building a fashion brand?
My background in technology shaped how I approached building a fashion brand by moving front-and-center how manual the clothing selection process still is. In tech, there’s a constant push toward automation and AI, yet getting dressed remains largely traditional, with very little integration or optimization.
Drawing on my experience in project management where I implemented technology initiatives across a range of industries, I began to see opportunities to rethink this process. I approached the wardrobe not just as a collection of clothes, but as a system that could be enhanced through more automated, AI-driven experience that brings innovation into everyday decision-making.
What makes Rhubaia different from other sustainable or professional womenswear brands currently on the market?
Rhubaia stands apart by bridging the gap between a sustainable clothing line and a functional, AI-driven digital system. While many brands focus solely on the production of clothing, we address the entire lifecycle of a woman’s wardrobe to actively reduce fashion waste.
Our core differentiator is the integration of our professional womenswear with a collaborative Virtual Closet app. This technology allows our community to "shop their closets" by using AI to generate new outfit combinations from pieces they already own, significantly reducing overconsumption.