The Rugged Society

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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.

New in from West Major. The Saddle Brown Herringbone Shirt.Some fellas spend a fortune trying to look like they’ve worke...
03/11/2026

New in from West Major. The Saddle Brown Herringbone Shirt.

Some fellas spend a fortune trying to look like they’ve worked on a ranch. Others just put on a decent shirt and get on with their day.

Made in the USA from 3.8 oz brushed cotton. Soft as hell, light, warm and dark enough to hide whatever you spilled at lunch.

Up close, there's a subtle herringbone weave with little flecks of colour. Western yokes, marble snaps, proper chest pockets. All the good stuff.

Looks good with denim. Looks better after a few beers. We haven't tested it on horseback, but nobody's complained yet.

Limited run. When they're gone, they're gone.
Available now at The Rugged Society.

Merz b. Schwanen - Blade Merino Wool / Cashmere Blend Waffle PulloverA waffle-knit crewneck pullover in rust, made from ...
02/11/2026

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

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

Ring of Fire. Jacket: Max Rohr x Maglificio GRP. Max3 BIC Short Jacket CBelt: Alberto Luti Type 933/40 Brass Buckle.
01/11/2026

Ring of Fire.

Jacket: Max Rohr x Maglificio GRP. Max3 BIC Short Jacket C

Belt: Alberto Luti Type 933/40 Brass Buckle.

A BIT OF A LEGEND.The new Peregrine Legend Padded Dry Wax Jacket is made in Britain from Halley Stevenson dry waxed cott...
31/10/2026

A BIT OF A LEGEND.
The new Peregrine Legend Padded Dry Wax Jacket is made in Britain from Halley Stevenson dry waxed cotton, with 75g padding to keep the chill out, a corduroy storm collar, and enough pockets to misplace your car keys in three different places.

Moleskin-lined pockets, too. Rather civilised for something designed to get muddy.

Comes in black. Looks the business. Doesn't complain about the rain.

New arrival at The Rugged Society.

Made in Britain. Built for British weather.

THE OLD STABLE HAND.Spent his whole life around horses. Says "they're easier to deal with than people. At least when a h...
30/10/2026

THE OLD STABLE HAND.

Spent his whole life around horses. Says "they're easier to deal with than people. At least when a horse kicks you, you know why."

He doesn't talk much, doesn't take advice, and hasn't bought a new shirt since the last decent president. But even an old bastard knows good work when he sees it.

Enter the Freenote Cloth Western Scout.

6.5 oz Japanese cotton-wool shadow plaid, proper Western yokes, antique pearl snaps, and enough old-school detail to make a cowboy feel underdressed.

Made in the USA. Built right.

He tried it on, looked in the mirror, and said, "Yeah, that'll do."

Coming from him, that's practically a standing ovation.

Freenote Cloth | Western Scout Brown Shadow Plaid Shirt

New arrival at The Rugged Society.

29/10/2026

TRSBS.Broadcast.010. Films from somewhere else: THE LONG WAY HOME

SPECIAL K. - Straight outta New York, Knickerbocker knows a thing or two about getting dressed.Good flannel. Proper cord...
29/10/2026

SPECIAL K. - Straight outta New York, Knickerbocker knows a thing or two about getting dressed.

Good flannel. Proper corduroy. A damn fine poplin shirt. Clothes with character, made for people who've got better things to do than talk about clothes.

On the menu:

Brother Flannel Shirt in Brown & Red Plaid

Pacific Corduroy Shirt in Peat

Canal Pleated Corduroy Pant in Coffee

Atlas Cotton Poplin Shirt in Loden Brown

Coffee's hot. Nobody's in a hurry.

Now serving at The Rugged Society. And hey, leave a tip. The guys got rent to pay.

Not every emergency requires a fire engine. Getting out of bed is heroic enough.Meet the Soundman Stanley Fireman Coat. ...
28/10/2026

Not every emergency requires a fire engine. Getting out of bed is heroic enough.

Meet the Soundman Stanley Fireman Coat. Inspired by 1960s firefighting gear, back when coats were built to do a proper job and looking good was merely a happy accident.

Heavyweight American cotton moleskin, a handsome corduroy collar, and those unmistakable aluminium hooks. Plenty of pockets too.

Made in Japan, with all the right old-school details and none of the need to run into a burning building.

SOUNDMAN — STANLEY FIREMAN COAT
Made in Japan 🇯🇵
Just landed at The Rugged Society.

THE WILD ONE. CAUSING TROUBLE SINCE 1953.Before rebellion became a marketing strategy, there was Marlon Brando, a Triump...
27/10/2026

THE WILD ONE. CAUSING TROUBLE SINCE 1953.

Before rebellion became a marketing strategy, there was Marlon Brando, a Triumph Thunderbird, a leather jacket and a rather magnificent cap worn at a slightly questionable angle.

The movie was The Wild One. The character was Johnny Strabler. The attitude became legendary.

Seventy-odd years later, Shangri-La Heritage has given that iconic motorcycle cap a proper Italian interpretation.

12 oz Scottish waxed canvas by Halley Stevensons. Full-grain Italian steerhide. Handmade in collaboration with Super Duper Hats.

A little Hollywood history. A lot of Italian craftsmanship.

The Brando Bronze Waxed Canvas Cap.
Available at The Rugged Society.

Fresh in from Japan, the Soundman Wilmot Cargo Pants borrow a bit of American Army, a touch of British Royal Navy, and a...
26/10/2026

Fresh in from Japan, the Soundman Wilmot Cargo Pants borrow a bit of American Army, a touch of British Royal Navy, and absolutely none of their enthusiasm for taking orders.

Proper heavyweight cotton moleskin, a handsome wide waistband, side adjusters and two enormous double-access cargo pockets.

Beautifully made in Japan. Built for considerably more demanding situations than a Monday morning.

Still, one battle at a time, eh?

Soundman — Wilmot M-43 Monkey Cargo Pants.

Made in Japan.
Now available at The Rugged Society.

Indirizzo

Ripa Di Porta Ticinese 55
Milan

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