VETMA x RUBEN
PREFACE :
Mokovel has always stood out to me as a brand with incredible potential. Since the launch of Vetma, I’ve closely followed its journey and consistently admired the precision and vision behind every product, every photoshoot, every detail.
But last April, an unexpected announcement marked a major turning point: Mokovel unveiled its final collection. After attending a documentary screening retracing the brand’s nine-year history, followed by an interview with Ruben, the founder, I finally understood the reasons behind this decision.
I hope you enjoy the read, and I want to express my deep respect and support for everyone who contributed, directly or indirectly, to making Mokovel such a memorable and meaningful journey.
INTERVIEW :
Hi Ruben, How are you ? Can you introduce yourself briefly ?
Hi Aki, I'm doing well, thank you!
My name is Ruben, I'm 26 years old, and I launched Mokovel when I was 17. These past 12 months have been an emotional marathon, between wrapping up Mokovel's final projects while my partner Coco was in Tahiti, writing the documentary, and creating the last collection.
What drives me in life? Bringing ideas to life and watching them grow and I feel like I've truly poured my heart into this journey.
How was Mokovel born, and what did you want to express at the time ?
Mokovel was born from my thirst for freedom.
I was an introverted kid who didn’t feel like he fit in or found meaning in the “traditional world.” So I combined my two passions : riding (Scoot Culture) and clothing design, to create my own playground, a space where I could truly feel at home.
Why combine scootering and fashion ?
Back in 2016, no brand truly represented scootering culture. As a kid, I dreamed of clothes that reflected who we were. Wearing what I created and seeing the community respond gave me back my confidence for the first time, we felt understood and represented.
What was your very first product, and what did it represent ?
It was a white T-shirt with a black graphic, my own Photoshop typography, and a logo inspired by Shiva, a nod to my Tamil roots.
There have been some truly defining moments since the beginning, if you had to choose just one, which would it be ?
The production of the documentary.
Seeing ten creative friends come together to work during those incredible workshops, staying fully committed for five months straight... I’ll never forget that collective energy a mix of excitement and chills, like we were all going on one last big journey together.
Mokovel is coming to an end. What’s leading you to make this decision today ?
For a long time, I kept up a relentless pace to prove something to the world and to myself. But deep down, I felt I had fulfilled my dream: creating this universe and living it to the fullest. Now it's time to live and explore new things.
Is it a painful choice or a liberating one ?
It’s deeply liberating.
Choosing to bring Mokovel to a close is about honoring the very freedom that drove me to start it. It’s a reminder that I’m not defined by a brand, but by the inner fire that drives me.
Looking back, what would you have done differently ?
I should have documented every step from the very beginning the Mokovel House era was incredibly intense, with all our laughter, struggles, and the people who came through. Back then, I thought the brand mattered more than the individual, but today I realize you can nurture both.
We’ve seen you create more personal pieces outside of Mokovel, will you continue designing clothes ?
Absolutely.
Designing clothes is about telling stories I believe in.
Even without Mokovel, I’ll still feel the urge to sketch and create things.
Thank you for this interview Ruben !
