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Willpower is like a double-edged sword. It is to be used wisely. Used as motivation, it will help you to reach your goals, but on the other hand, it may restrain yourself from any spontaneous actions. 


“Rufskin” is a fusion of what the product represented and a jujitsu term that translates from Brazilian Portuguese meaning  “casca grossa” or “tough skin”. It’s a perfect symbiosis between strong-headed and rough. Even unapologetic. 


In reality, it actually started after a friend that Hubert was helping with his clothing line decided to call it quits, so we took over the orders and created the brand. RUFSKIN started as a moonlighting hobby at first since in the early 2000s. The market had a lack of sexy and edgy jeans available for men. Douglas and Hubert saw an opportunity, and we went for it because it started taking over our respective ( real jobs) at the time.

We have a small in house team, and the rest of the operations are done using independent contractors or services. This structure works great for us, especially because Hubert can be such a control freak, and having our resources close to us lets us keep an eye on things. 

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Hubert went to Guerre Lavigne, a well-renamed fashion school in France. After graduating, he worked for a few Maisons in Paris. Then, due to various circumstances, he opened a men's modeling agency in Paris. 

Douglas met Hubert while modeling in Paris. Later in California, he was the head men's director at a modeling and scouting agency in La Jolla. 

(H) I was always interested in Arts. I went to a private Academy de Dessin et sculpture, decoration, and fashion followed. During my teens, I was quite a party goer and loved that scene because it was all about dressing for the occasion. 

(D) I just winged the whole damn thing! No seriously, I used my years of working with Hubert as well as eagerly absorbing every life’s experience, and our worldly travels as they came. 

We strongly believe that one doesn't learn everything from books because Life is one's strongest educator. 


(H) I am an Aries, so I like to do things; do now and think later type of guy. Douglas is an Aquarius, so he's quite a thinker. Together, we balance each other, so that may be our Will Power. 



a fitness journey

As a young man I hated my muscular legs because they made it difficult to fit into clothes.  It’s funny because now I think they are my best physical asset.  A lot about body development is accepting who and what you are and recognizing your own assets.



a portrait artist

Something important to remember too is to not let Instagram “likes" determine what you make. Make what you want to make. You should be dictating the content of your work. The number of likes does not determine your interests, what is quality, or even what people want to buy.



the inspiration

It is definitely a risquè design, but who cares? When you are happy with your body, you don't mind showing some irony or some fun! People wear it a lot also under some shorts or blue jeans and a jacket, that can be a stylish and fashionable compromise. Prints are very on-trend this year with Versace, Dolce&Gabbana, Gucci and the Kenzo jungle, I made my own with tiger and cheetah and a precious black lace version. 

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