We all want to do our part in saving the environment, whether it’s by watching documentaries like the nine-part Years of Living Dangerously or by promoting green marketing in the workplace. Husband and wife team Jae and Katy Lee decided to do theirs by creating RuMe, a lifestyle brand that caters to environmentally conscious consumers.

Launched on Earth Day 2008 in the US, RuMe, which is short for ReUseMe, began with what was then, and still is, the most practical and proliferative symbol of environmental awareness: the eco bag. What makes them so unique, however, are the playful mix of patterns and the impeccable stitching with double bound seams; the expandable sides and bottom and longer handles also make RuMe bags a winning find. Naturally, it wasn’t long before people started taking notice. Celebrities like Jessica Alba, Nicole Richie, and Rachel Bilson are known brand ambassadors for RuMe.

The RuMe flagship store, the first in the world, is now open at the 2/F of SM Megamall Fashion Hall (Building D).

Browse through the gallery to see some of their designs.

RuMe is also available in retail partners Bikram Yoga Manila (Makati), Certified Calm (Shangri-La Mall, Two Parkade, Fort BGC), Dog Spa and Hotel (Libis, Quezon City, BF Homes Paranaque), Nothing but H20 (Trinoma, Alabang Town Center), Qrius (Glorietta 5), Quirks (Rockwell Power Plant Mall, SM Aura), Salcedo Community Market, Stillpoint Yoga (Makati).