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Rufskin reveals iconic denim collection

Rufskin reimagine their iconic denim in preparation for their 20th anniversary

By Joseph Kocharian

Words: Joseph Kocharian; pictures: Hubert Pouches; Art Direction: Douglas Coats 

Rufskin is taking inspiration from their roots as they approach their twentieth anniversary in 2022 and that means it’s all about the denim.

The Cali brand has introduced some new styles, as well as revisiting some of their most iconic pieces, as the blue stuff is integral to the brand’s DNA.

The Jagger Jeans

The Colton (a stretch slim-line straight leg – see below) is joined by The Gibson and Jagger which have a matchstick fit. Built with a vertical back seam and a low rise, the Jagger is one of Rufskin’s most popular styles.

While the Gibson is distressed and sun-kissed, the Jagger comes in jet black. 

The Juka Jeans

If you fancy a flare, then their Juka is the one for you, fitted at the hips and the quads before kicking out at the calf, cowboy style.


Rufskin’s motto is ‘Always Summer, Always California’, and the brand is season-less, so instead of releasing new stuff twice a year, the brand is constantly bringing out fun and innovative capsule collections and themed drops.

We’re looking forward to what founders Hubert Pouches and Douglas Coats have up their sleeves, and in the jeans, for Rufskin’s 20th anniversary. 

The Colton Jeans

The Slash Jeans