RUFSKIN

Th e “Gayl ifornia” cu ltu re Photography HUBERT POUCHES

Over the last 20 years, Rufskin have created underwear in every cut and style. At the same time, they have defined their own aesthetic. A Rufskin piece is always distinctive.

“We’ve never done branding with big lettering across our customer’s butts,” says Hubert Pouches, the label’s designer and photographer. “The customer should shine, not the brand. So our branding is minimal with molded and engraved rivets and woven labels. Less is more.”

That said, the butt is not ignored! “Butt cleavage is, of course, one of our main statements,” he adds.

Striking the right balance between style and comfort is a matter of pairing the right fabric with the right construction. “It’s about cut and fit,” says Hubert. “The Rufskin garment is both sexy and functional but with a twist.”

The label’s most popular ranges include the Classic Euro-cut, the Pose Pikini, the patented double-strapped Calkini, and a dazzling variety of jockstraps including the new hybrid jock/thong.

“Our thongs have become a major success, but I have to be honest and admit that a few years back, when one very good customer reached out to us and asked why Rufskin wasn’t doing more thongs, I was reluctant. I am a jockstrap kind of guy! But live and learn, I guess. Today, the thongs are a huge part of our underwear and swim sales.

“We’re fortunate that our customers are very faithful and aware of each new launch. We may have some ‘surprise’ best-sellers but we pretty much have a true understanding of what the clients are attracted to.”

The current underwear ranges emphasise comfort and an array of new materials with a softer colour palette.

Hubert draws inspiration from all around him and their base in San Diego. “Nature, wellness, green energy, cannabis, you name it we are all in. And, of course, open mindedness and civil rights are very important to us since they seem to be in jeopardy lately. California or “Gaylifornia” is a huge part of the gay culture here in the States.

“We basically just follow our instincts and our inspirations can come from anywhere and anything.”