How a simple idea became RUGG'D - Lance Dimond
RUGG'D started in the basement of my parents' house in June of 2021 with one goal: create apparel that fit the way I actually lived.
As someone who spent as much time in the gym as I did hunting, fishing, camping, hiking, and exploring the outdoors, I was tired of choosing between athletic clothing that wasn't built for the outdoors and outdoor gear that fit like a potato sack. I wanted apparel that fit the way I trained, worked, and lived—whether I was in the gym, in the woods, or around a campfire.
So instead of waiting for someone else to build it, I decided to do it myself.
Not long after launching, while RUGG'D was still in its early stages, I met Sean Lundy. The vision immediately resonated with him. Sean had built his life around fitness, his career as a Federal Task Force Officer, and his passion for hunting and the outdoors. It didn't take long for him to realize this wasn't just another clothing brand—it was a lifestyle we were both already living.
The funny part is that years before we ever met, I was watching Sean on the Outdoor Channel and Sportsman Channel. If someone had told me back then that we'd one day become close friends—more like brothers—and build a brand together, I never would've believed them.
Today, every design is inspired by the life we live. Whether you're lifting before work, putting in a long day on the jobsite, hiking into the backcountry, sitting in a treestand before sunrise, or winding down around a campfire, our goal is simple: create apparel that's as comfortable as it is durable and ready for wherever the day takes you.
RUGG'D is built on faith, hard work, patriotism, family, and a passion for the outdoors. Those values aren't just part of our brand—they're part of who we are.
We didn't start RUGG'D to sell clothing.
We started it because we couldn't find a brand that truly represented the way we lived—so we built one.
We're glad you're here.
Stay RUGG'D.