Oh I do love to be beside the seaside

Red Hot Ruby is a new online boutique and clothing label selling its own ethically produced t-shirt designs for boys and girls. Based in Brighton, East Sussex, the designs encapsulate the fun, kitsch appeal of the good old British seaside with a little bit of 1950s Americana thrown in for good measure.

Hot on this season’s nautical trend is Ruby’s anchor t-shirt for men and women, the naval star t-shirt for men and Ruby’s anchor tote bags. Just visit Redhotruby.com and click on Boys’ Clothes or Girls’ Clothes to take a look.

Ruby’s Diner, Ruby’s Hot Dogs and Ruby’s Casino designs were inspired by Ruby’s road trips across America where there wasn’t much else to do but eat or gamble, or both. Ruby gained a little weight and lost a little money but at least she came up with some nice designs.

Juliette Wills, director of Red Hot Ruby, chose a Helter Skelter and 'Made in Brighton' tag for the logo to underline the company's support of local businesses.

Ice-creams and sticks of rock appear throughout the website, giving the shop a real seaside feel, with 'Ruby's Guide To Brighton' adding an extra element to the site for visitors to the city.

Says Juliette: “Red Hot Ruby is all about evoking fond memories of trips to the beach in the summer holidays, when you could paddle in the sea, go nuts on the bumper cars, get candy floss stuck in your hair then watch a dog steal your ice-cream cone and still get change from 50p. We might be grown up now, but a trip to the seaside is still as much fun as a bag of baboons. Our designs encapsulate that sense of fun, while our ethics mean you're shopping with a clear conscience.”