The Rugged Society

Casa
Italia
Milan
The Rugged Society

The Rugged Society is a place for people who want to embrace a timeless and yet contemporary lifestyle.

A place for people who prefer to be contaminated rather than influenced.

01/06/2026

A loopwheeled tee. Work Pants. The rest is attitude.

T-shirt
Merz b. Schwanen - 114 Loopwheeled 1920s T-Shirt - Charcoal

Pants
Hen's Teeth - Work Pants in Beige Canvas

30/05/2026

Dubbleware - Popover Oxford Shirt - Light Blue

Pulled straight from American workwear archives and given a modern twist. A popover style in a relaxed, boxy silhouette, it’s perfect for layering in spring or wearing solo as a clean, classic Oxford in summer. Featuring a large workwear-style chest pocket for, plus a timeless dipped hem, it’s a fresh take on the classic Work Oxford.

100% Cotton.

29/05/2026

Scarti Lab - 337 SB411 Jacquard Round Collar Shirt Over-dyed Indigo - Limited Edition.

The Scarti Lab 337 SB411 round collar shirt features a clean bib front, a rounded collar, and a soft curved hem that sits right every time.

Madi in Italy from 100% jacquard cotton. The fabric comes from Scarti Lab's archive stock. Tone on tone jacquard. Each piece is overdyed in deep indigo blue. Then washed to break it in. The result is a worn-in look without the wait. The color has depth. The surface has character. It looks like it has already lived a little.

This is a limited edition shirt.

Key Features

Made in Italy
100% COTTON JACQUARD MADE IN ITALY
Italian tone on tone jacquard fabric from archive stock

Overdyed indigo finish with vintage wash treatment
Round collar with bib front construction
Mother of pearl buttons
Limited edition availability

28/05/2026

JUST LANDED! The OG-107, Reworked in Grease Black. From Field Uniform to Everyday Essential.

Pike Brothers - 1962 OG-107 Grease Black Shirt and Pant

The OG-107 was the basic utility uniform of the United States Army. Even Elvis Presley wore the OG-107 during his time of service. Introduced in 1952 it stayed with some small changes in the service until the early 1980s.

-345 g/sqm made of 100 % cotton, pre-washed
-loose fit.

Originally designed as a practical field uniform, the OG-107 quickly found its way into popular culture.

Over time, the OG-107 moved far beyond its military roots. Today it stands for timeless style, comfort, and durability. The loose fit and tough cotton fabric make it just as suitable for everyday wear as it is for outdoor use.

From shirts to pants, OG-107 pieces have been essentials since the 1950s.

27/05/2026

The Rugged Society will be closed from May 29th to June 2nd.

All online orders placed after May 28th at 12:00 PM CEST will be shipped starting June 3rd.

Thank you for your patience and understanding.
See you soon.

27/05/2026

West Major - Black Denim Shirt.

A clean, sharp take on a Western staple that holds its ground in any setting.

Cut from 100% cotton black denim, the fabric has weight without feeling heavy. At 7 oz, it sits right in that sweet spot. Structured enough to keep its shape, soft enough to wear all day. The pre-wash takes the edge off, so it feels broken in from the first wear, not months down the line.

The fit keeps things close to the body without restricting movement. It’s tailored, not tight. Designed to follow your frame, not fight it.

Classic Western details stay intact. Double chest pockets with flaps. Front and back yokes that add structure and a bit of attitude. Black marble snaps run through the front, giving a subtle contrast against the denim. Corozo buttons at the collar and sleeve plackets bring in a natural finish that feels considered, not flashy.

Made in the USA, this shirt is about precision and restraint. Black denim, done right. No gimmicks. Just a piece that works, every time you put it on.

26/05/2026

The Long Table Vol.05. - Wednesday June 10th 20.30 at The General Store.

One table. Five courses. Time to linger.

We believe good things happen when people sit down together. That’s why we’re hosting The Long Table: a communal dinner where strangers become neighbors and conversation flows as easily as the wine.

26/05/2026

Pike Brothers – 1962 OG-107 Shirt Olive

Born as a U.S. Army utility shirt. Built for the field. Still looking right everywhere else.

The OG-107 first appeared in the early 1950s and stayed around for decades because it did exactly what good clothing should do: work hard, wear well, and never look forced.

This Pike Brothers version keeps that same honest military attitude, but softens it for everyday life. Heavy cotton, relaxed fit, proper olive tone, and that timeless utility shape that somehow looks just as good in an old barbershop chair as it did in uniform.

Worn by soldiers, musicians, rebels, and regular men with good taste, the OG-107 has moved far beyond its military roots. From Elvis in uniform to John Lennon turning army wear into a symbol of protest, it became more than just a shirt.

It became culture.

Details
345 g/sqm fabric
100% cotton, pre-washed
Relaxed fit
Button front
Olive OG-107 style

25/05/2026

Just Monday.

Pike Brothers - 1927 Henley Shirt Short Sleeve Deep Black

A timeless essential. Known as a henley, button-up, or grandpa shirt, this classic style has been worn directly on the skin for centuries as the first layer of clothing. The 1927 Henley Shirt stays true to that heritage with a clean, authentic look.

Made from soft cotton, it feels light and breathable, keeping you comfortable all day.

Finished with genuine coconut buttons and a rounded hem for a touch of vintage character.

Details:

100% cotton
170 g/m² fabric
Genuine coconut buttons

24/05/2026

Knickerbocker - Penny Loom Cotton Shirt (Ecru / Red)

The Penny Loom Shirt is a lightweight camp shirt cut with a relaxed fit. The fabric is an airy open-weave dobby: a weave that combines a breathable, open structure with a textured pattern.

DETAILS

100% cotton
Single-rinse finish
Shell buttons

Indirizzo

Ripa Di Porta Ticinese 55
Milan

Sito Web

http://theruggedsociety.com/

Notifiche

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