About Ruby Avenue
How It Started
Ruby Avenue started by accident, really. I’m Paul, and by day I help manage a supermarket in Northern Ireland. By night (and early mornings, and weekends), I run this.
It began with my oldest daughter, Ruby. She loved things you just couldn’t buy in shops – unique designs that felt like her rather than mass-produced kids’ clothing with the same tired prints everyone else had. So I started ordering DTF transfers and making her hoodies myself.
What started as custom pieces for my girls turned into making designs for friends, then for myself, and eventually into Ruby Avenue – named after the kid who started it all.
Why These Designs
I’ve always been drawn to fantasy. My favourite games are the Final Fantasy series, old-school RPGs like Might and Magic – anything with dragons, ancient gods, and epic mythology. I’m fascinated by figures like Anubis and his transformation myths, by Norse legends, by the way ancient stories get reimagined in anime and cyberpunk.
When I started creating designs, I wasn’t happy with how most graphics felt on a t-shirt – too flat, too heavy, no texture. So I taught myself Photoshop. I learned to adjust levels, add halftone effects, and eventually discovered knockout techniques where the black fabric becomes part of the design instead of printing over it.
It wasn’t just an aesthetic choice. Knocking out the black reduces the print size, which means the designs breathe better and last longer. The fabric texture shows through in those areas, making each piece feel more integrated and less like a sticker slapped on a shirt.
What Ruby Avenue Is Now
Ruby Avenue is mythology, manga, and street culture turned into wearable art. Every design is printed to order on premium black cotton, using that same knockout technique I developed to solve a problem years ago.
It’s built for people who live in this stuff every day – the fantasy readers, the Final Fantasy players, the anime watchers, the cyberpunk fans who want their clothing to reflect what they’re into without looking like mass-produced fandom merch.
I still work full-time. I still make designs in whatever time I can carve out between my job and my two kids. But every hoodie that ships out from Pomeroy is something I’d wear myself – and I frequently do.
Based in Northern Ireland
All Ruby Avenue apparel is designed and printed in Northern Ireland. Orders are pressed to order and typically ship within 1-4 business days.
If you have questions, custom requests, or just want to talk about your favourite mythology or game, reach out at paul@rubyavenue.co.uk.
Ruby Avenue
39 Gortscraheen Road
Pomeroy, BT70 2RZ
Northern Ireland