About Us

Ashley James and Billy Moore met after they were both featured in the same publication. Bonding over their passions, jeans and belts, their friendship grew through the sharing of ideas, contacts and hardships. Traveling to appointments and pop-up shops all over the country from Minn to NYC, their travels produced successes and failures, along side breakdowns both mechanical and mental. The goals of these trips were not glamorous, rather, survival - to grow Ruell and Ray and Cause and Effect one customer at a time.