ROUCHA

ROUCHA is a women’s clothing brand founded by Jill Wenger, the former founder of Totokaelo, with a focus on refined everyday pieces made for different body types, heights, and proportions. The brand’s design language is modern, minimal, and quietly expressive, with pants, denim, sweatpants, T shirts, sweaters, jackets, coats, shirting, swim, and easy layering pieces. ROUCHA is especially strong for shoppers who want elevated staples that feel comfortable without looking basic, with thoughtful proportions, clean shapes, and an inclusive fit philosophy. Its pieces suit creative wardrobes, travel dressing, casual work days, and polished off duty style with a subtle streetwear edge.