Rufskin are known for their edgy underwear styles, but they're really putting some grit into their latest range.
The Californian brand have re-created one of their most-requested lines, California Dust, made up of eye-catching stretch denim underwear and swimwear, and it's all one display in their latest campaign, which sees mode Logan put the wild into the Wild West for founders Hubert and Douglas.
Featuring jock-straps, high-rise briefs and even an apron made from the the finest count of 7.2 oz cotton, it's proof that denim-look truly is the most versatile of styles.
Check out the campaign below:
California Dust available at rufskin.com