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.

03/09/2026

JUST LANDED! Max Rohr x GRP - Max 3 Bic Short Jacket C - 18oz. 100% Wool in Black and Camel
A heritage-inspired classic, this fully fashioned jacket is meticulously crafted from 100% 18oz mulesing-free merino wool.

The body is knit in black, contrasted with camel at the yoke, underarms, elbows, cuffs, and pocket trims. The yoke extends across both front and back, giving the piece a distinctive mid-century aesthetic.

Functional details include two button-closure welt chest pockets, a full button front, and adjustable button cuffs for a tailored fit. The rib-knit hem anchors the jacket at the waist, adding structure while ensuring comfort.

Inspired from the refined utility wear of the 1930s–1950s, when clothes were built for life, not for show. Pull it on, and it feels like something you’ve known forever. Warm. Solid. Reliable.

02/09/2026

New! Scarti Lab - 703 ST820 Selvedge Denim Jacket 11,5 oz. - B.n.b wash.

A classic Type II denim jacket, only this one looks like it has already had a rough life.

Made in Italy and cut from 11.5 oz selvedge cotton denim woven by Candiani, the fabric has been heavily washed and faded to a pale shade, with traces of the original indigo still showing through. Abrasion, small stains, frayed edges and visible repairs give each jacket a unique different appearance.

The traditional Type II construction is all there: expansion pleats running down the front, two buttoned flap chest pockets, a short, boxy body and adjustable button tabs at the back waist. Signature metal buttons finish the front and cuffs.

The shoulders feature large, irregular darned repairs with exposed threads and small glimpses of blue denim underneath. Similar repairs appear around the cuffs and sleeves, alongside worn seams, scuffs and scattered marks across the body.

Inside, flat-felled seams provide strong, clean construction, while canvas inlays reinforce the jacket where needed. Selvedge details remain visible on the interior.

Designed and made in Italy with very good denim, solid construction and no interest in looking brand new.

Details
• Classic Type II construction
• 11.5 oz Italian selvedge denim
• Scarti Lab B.n.B.Heavy Wash
• Distressed and visibly repaired areas
• Darning and exposed denim at the shoulders and cuffs
• Expansion pleats at the front
• Two buttoned flap chest pockets
• Adjustable button tabs at the back waist
• Signature metal buttons
• Canvas inlays
• Flat-felled interior seams
• Visible selvedge detailing inside
• Designed and made in Italy
•
Fabric: 100% selvedge cotton denim, 11.5 oz, woven in Italy by Candiani.
Match it with: Scarti Lab - 136 SW350 Japanese HBT Cotton Trousers

01/09/2026

New! Merz b. Schwanen - Blade Merino Wool / Cashmere Blend Waffle Pullover - Rust

A waffle-knit crewneck pullover in rust, made from a premium blend of 90% Merino wool and 10% cashmere. The combination gives the knit the natural warmth, breathability and temperature regulation of Merino, with cashmere adding extra softness and a smoother, more comfortable feel against the skin.

The body and sleeves are worked in a pronounced waffle knit, creating a dense, three-dimensional surface with plenty of texture. Beyond its visual character, the construction helps trap warmth while retaining the flexibility and natural movement of knitted wool.

The sweater is built around a classic crew neckline with a rib-knit collar that sits neatly against the neck without feeling restrictive. Raglan sleeves run diagonally from the neckline into the underarm, eliminating the conventional shoulder seam and giving the garment a softer shoulder line together with greater freedom of movement.

The silhouette is clean and easygoing without becoming oversized. It sits naturally through the chest and torso, with enough structure in the knit to maintain its shape. Long sleeves finish with deep ribbed cuffs, while a wide rib-knit waistband provides a secure, tidy finish at the hem and gives the sweater its slightly more defined shape.

A small woven logo tab positioned at the lower hem provides the only visible branding, keeping the overall appearance understated.

Warm enough to work as a standalone layer through autumn and winter, yet refined enough to wear beneath a coat or jacket, this is a simple crewneck elevated by the quality of its yarn, distinctive texture and carefully balanced construction.

Details

90% Merino wool, 10% cashmere
Textured waffle-knit construction
Ribbed crew neckline
Raglan sleeve construction
Ribbed cuffs
Wide ribbed hem
Soft, warm and naturally breathable
Regular, easygoing fit

31/08/2026

Back in stock! - Blue Blanket - P23 IT19 Classic Military Trousers - The world's gone soft, but these trousers haven't.

These pants speak in whispers of the old days, of barracks and battlefields; regular fit for breathing, drinking, or just plain living.

Sartorial belt construction finished with a 100% cotton italian raw fabric.

Real corozo fisheyes buttons. And inside, hidden away, buttons waiting for suspenders, because sometimes life's load just needs some help staying up. Made in Italy, sewn by hands that know what real work feels like.

FIT: regular
Fabric: 80% cotton and 20% Recycled Fibers
Made in Italy
Belt loops
Buttons for suspenders inserted internally in the trousers belt
The belt is whole, has no cut
Five welt pockets
Two welt back pockets with a flap; the pocket can be closed with a button hidden in the flap

29/08/2026

THE LAST BUS

A charcoal Henley from Merz b. Schwanen, made in Germany on a 1960s jersey machine.

Brown herringbone Blue Blanket P08 trousers, high waisted, buckle backed and made in Italy.

And the Bleu de Chauffe Hobo, 30 litres of vegetable-tanned leather, handmade in France and built to look better after a few years of being thrown around.

Three pieces from three countries. All made slowly, properly, and without much interest in whatever is supposed to be fashionable this week.

Then wait for the last bus.

28/08/2026

New! Merz b. Schwanen - Authentic Fleece Classic Fit Heavyweight Sweatshirt (430g/qm | 12,7oz/sq.yd.) - Black

Crafted from 100% organic cotton, this sweatshirt is made of Authentic Fleece: a sturdy, loopback fabric with a distinct vintage optic and garment-dyed finish. With its heavyweight construction, it delivers substantial comfort and structure.

Featuring a classic crew neck, ribbed hem and cuffs, and triangle inserts at the neck and underarms, it’s built for lasting comfort and style. A subtle swan loop label at the hem completes this timeless essential.

DETAILS

classic fit

classic crew neck

ribbed hem and cuffs

triangular inserts on neck and under the arms

swan loop label on the hem
Authentic Fleece
100% organic cotton

sturdy loopback fleece

vintage optic, garment-dyed

430g/qm | 12,7oz/sq.yd.

27/08/2026

BACK ON THE RAIL. One of our favourite Blue Blanket combinations is finally back in stock.

The V02 JP03 Waistcoat and IJ1 JP03 Waist Overall are both cut from the same 11 oz Japanese dark indigo pinstripe denim and made in Italy.

The IJ1 trousers come from the Blue Blanket x Indiana Jeans collaboration with vintage collector Brit Eaton. High waisted, loose and straight through the leg, with brace buttons, buckle back, arcuate front pockets and plenty of old workwear details.

The matching waistcoat keeps things a little cleaner. Corozo fisheye buttons, welt pocket, adjustable back buckle and that same dark pinstripe denim.

Wear them together with a white Henley and boots, or split them up and let each piece do its own job.

Japanese fabric. Italian construction. American workwear references.

STAY RUGGED.

26/08/2026

New! Blue Blanket - Denim Rodeo Shirt

The Blue Blanket Denim Rodeo Shirt takes its cues from 1950s rodeo wear, with a relaxed vintage fit, dark indigo denim, sharp Western yokes and proper pearl snaps throughout.

The real highlight is the embroidery. Two mirrored cowboys riding bucking horses, stitched directly into the denim with the slightly imperfect character you’d expect from an old rodeo shirt rather than something made yesterday.

The denim itself is dry, textured and with nep, so it already has plenty of character before you even start wearing it. Then there are the details: pointed collar, snap chest pockets, three-snap cuffs and that long curved hem that works well when tucked into jeans.

Made in Italy. Built with the right references.

Stay Rugged.

25/08/2026

MOUNTAINS, INDIGO & PEARL SNAPS.

TOP
The Freenote Cloth Calico comes in a dusty desert stripe woven in Japan from cotton and silk. Light in the hand, sharp in the details, finished with curved western yokes and pearl snaps.

BOTTOM
Paired with the Western Pant in Indigo Herringbone Dobby, cut from a custom Japanese fabric that will only get better the more you wear it.

Two pieces built on old ideas, easy to wear today.

Boots optional. They do help.

Stay Rugged.

24/08/2026

Scarti Lab - 706 SE464 Casentino Wool Jacket - Brown

The 706 SE464 jacket is crafted in Italy from 100% Casentino wool, a traditional Tuscan fabric celebrated for its distinctive texture and remarkable insulating warmth.

Casentino wool is renowned in menswear for its warmth and durability, qualities that make it ideal for creating garments that are both functional and stylish.

Originating from the Tuscan valley of Casentino, this unique fabric dates back to the 14th century. It was initially developed for shepherds and outdoor workers, woven from local sheep’s wool using mills powered by Casentino’s rivers and dyed with water heated by timber from nearby forests.

Its texture and warmth made it a favorite among agricultural workers and an enduring symbol of regional craftsmanship. Over time, it became deeply tied to the identity of the area and to the timeless aesthetic of Etruscan heritage. The cloth’s signature fuzzy finish comes from a process called rattinatura, in which the fabric is heavily brushed to compress the fibers, enhancing its softness, water resistance, and thermal properties.

Details

100% Casentino wool
Balmacaan lapel, four corozo buttons
Two chest and two waist patch pockets, internal chest pocket
Western back yoke
Fully lined in cotton
100% wool
Made in Italy

Indirizzo

Ripa Di Porta Ticinese 55
Milan

Sito Web

http://theruggedsociety.com/

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