THE RUF LIFE.

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.