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Ruby Coyne is a Dundee born and bred fashion graduate who is building an empire in her home city. Her label Dreamland released its debut collection Welcome To Dreamland in 2015 and has since seen an incredible response in her hometown and across the world.


Dundee is widely considered to be one of Scotland’s most up-and-coming, exciting, and cultural cities. With the development of the waterfront and the arrival of the V&A design museum, creativity is flourishing in many areas—but particularly in fashion.


From ASOS and Forever 21 approaching the label to ask to carry the line exclusively, to shipping off orders to USA, Europe, and Australia, the Dreamland label has had a whirlwind beginning and its popularity continues to grow. 

Ruby developed a large fashion following through her initial vintage clothing range, specializing mostly in 1980s style—an era she and her own designs are greatly influenced by. She describes her debut collection
Welcome to Dreamland as a mix of Rugrats and Saved by the Bell, offering a fresh, vibrant take on nostalgic classics.

Excitingly, Dreamland is about so much more than vivid, bold designs. The brand has a huge following sweeping across social media, using the platforms to promote individual style, self-love, and positive living. Dreamland is offering the world unique clothing intertwined with a great, fun-loving message.


The Dundee based Dreamland studio has become pretty busy since launching the first collection, working with local freelancers and Ruby’s two dogs, Hendrix and Mr. Pickles, are regular guests too.

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