Rufskin, an American brand founded in 2002 by Hubert Pouches and Douglas Coats, is celebrated for its athletic, underwear, swimwear, sportswear, and denim designed specifically for men. Headquartered in San Diego, California, the brand is distinguished by its marketing focus on the gay community and its provocative advertising campaigns. The founders, who met in Paris and later moved to California, were inspired to create Rufskin to offer sexy, futuristic, masculine, and athletic clothing options. They saw a gap in the market for low waist, sexy men’s denim in the USA and aimed to fill it. The name "Rufskin" draws from the Brazilian Jiu-Jitsu term "casca grossa," implying toughness or "thick skin," and echoes a play on words with a denim line from the 1970s called "Toughskins."

The brand has maintained a consistent message and visual identity, which, according to Coats, embodies freedom without restrictions, disregarding mainstream judgments and attitudes towards fashion. Rufskin differentiates itself by releasing new styles weekly, facilitated by the close proximity of its manufacturing to its California headquarters. This approach allows the brand to regularly update the imagery for its campaigns and website, which Coats describes as an aspect they hold very dearly to their hearts​​​​​​.

Rufskin has enjoyed success not only in the United States but also overseas, which led to the opening of a European flagship store in Amsterdam. The brand's design, manufacture, and distribution are all based in California, with a focus on ready-to-wear apparel and specialty leather goods. Through provocative and often risqué advertising campaigns, Rufskin has collaborated with various industry photographers, including Rick Day, to create memorable visual narratives that reflect its unique brand identity​​.

For more about Rufskin and its founders, you can explore their official site and Wikipedia page.