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DEPUIS 2002 FABRIQUÉ EN CALIFORNIE
NOTRE HISTOIRE
For nearly 25 years, RUFSKIN has carved out its own unique lane in fashion — independent, sensual, and shaped by the effortless spirit of California and the refined edge of Europe. Created by designer Hubert Pouches and creative director Douglas Coats, the brand was built on a simple idea: freedom without restriction. Every collection — or rather, every moment — is released when inspiration strikes. With production kept close to our San Diego headquarters, we move quickly, design instinctively, and refresh our imagery as often as we create new content.
The name RUFSKIN speaks to our spirit: raw, resilient, and unafraid. Derived from a Brazilian expression, “Casca Grossa” meaning “thick skin,” it reflects the strength and craftsmanship behind each piece, clothes that feel as bold as the people who wear them.
Our imagery is as much a part of the story as the clothes themselves. Shot among the wild deserts and golden coastlines of California, RUFSKIN’s visual world captures a lifestyle of light, heat, and freedom — all infused with a European sensibility for design, detail, and form. Some wear our designs; others simply watch, both are part of our community of dreamers and voyeurs who connect through the energy we create, a private club of those drawn to instinct and expression.
The RUFSKIN individual lives by instinct. Confident, curious, and comfortable in their own skin, they embody the same values we do: authenticity, craftsmanship, and pleasure in the details.
RUFSKIN’s production practice lowers its carbon footprint by designing and manufacturing everything locally in Southern California. All products are available at rufskin.com, at our San Diego storefront, and through selected retailers around the world.
New capsule collections are launched regularly, capturing the essence of the current moods. RUFHOUSE, our e-magazine, extends this vision — featuring photographic essays from our collections and the places that inspire them.
No Seasons. No Rules. Just RUFSKIN.
Douglas et Hubert se sont rencontrés à Paris, en France, alors qu'ils travaillaient dans le secteur de la mode. Peu de temps après, ils ont eu les yeux rivés sur les États-Unis et ont trouvé plus tard leur maison en Californie. Avec les influences de l'Ouest sauvage et des plages du Brésil, RUFSKIN est né pour combler un vide dans les options de denim pour hommes sexy à taille basse de l'époque. Le nom RUFSKIN vient de casca-grossa, un terme de jiu-jitsu brésilien qui signifie "peau dure".
The couple will be celebrating 34 years together this Fall.
@dougrufskin @hubertpouches
Having the freedom to harness their creativity as their own clients is both rewarding and fun. Photographing their own ad campaigns and online product images is their “escape” from their daily lives. Both gents have always had attachment to the fashion business in some form or another; from previous jobs as a model, talent scouting and photography; these have all influenced their drive to create original photos that are sexy and inviting.
RUFSKIN'S love affair with the wild deserts of Southern California.
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