Altering Expectations
We’re a Singapore-designed climbing brand creating products that make real sessions better—on humid gym volumes and slick stone across SEA.
Our approach is simple: Fit First. Proof Over Hype. Built to Last (with Community). We prototype in public, test with athletes, and only ship what earns its place in your kit.
What’s Next (WIP)
Climbing Shoes — Coming Q2 2026
ASEAN-led lasts (wider forefoot, secure/narrow heel), athlete-tested in local gyms, refined for modern movement. We’re taking our time so you get comfort and precision without compromise.
Our Core Values
Aruta means “Alter”
Our core principles reflect our commitment to striving for excellence, fostering innovation and creativity, and promoting an environment of respect and inclusion both within our team and towards our valued customers.
Fit First
Real feet, real climate, real use‑cases—then we design. We start with ASEAN morphology (wider forefoot, snug/narrow heel) and the realities of humid gyms and painted volumes. Fit decisions are proven on the wall, not on paper.
Proof > Hype
Claims are earned via testing and measurable gains, not marketing. We move from prototype → gym trial → demo conversion, publishing the moments that matter and tracking the numbers behind them.
Built to Last
Fewer SKUs, higher standards. We design for practical longevity and transparent service: durable compounds, repair‑friendly choices where feasible, and replenishment you can count on.
We build what actually changes your climb
Listen → Build → Test → Iterate.
— We start with a specific problem (humidity, skin, session flow), prototype fast, wear-test with our community, and ship small, intentional runs with clear specs and care guides.
Our Timeline
2024
Fit Study & Foundations
Interviews, foot scans, and wear-tests across Singapore gyms to define the ASEAN last (wider forefoot, secure/narrow heel).
Q1 2025
Materials & Rubber R&D
Early mixes for Compound ARC developed for sensitivity, edge retention, and reliable friction.
Q3 2025
Brand Naming & Identity
The name Aruta (“alter”) is chosen; product roadmap and athlete program formalized.
Q4 2025
Chalk & Essentials Soft Launch
KUMO Chalk debuts alongside training essentials to support the community while shoes complete testing.
H1 2026
Ghost V1 Prototype Reveal
Public wear-tests of Ghost V1 on commercial sets and outdoor trips; final tweaks to rand tension and outsole.
H2 2026
Regional Rollout
Launch across SEA partner gyms and retailers; ongoing iterations powered by community data.