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Unfashionable Fashion #1

February 3, 2012

Consider the statement written in the business card of the famous                                “Rugged Factory” store above.

It can be clearly seen that the ethos of Rugged Style is to stay connected to its sources of workwear, western, trad… These styles are not at all classified as “fashion” in the first place. Instead, they are created mainly of functional purposes. American workers, for example, do not wear an old, beaten denim shirt because it is ‘cool’ but because it is durable and comfortable (due to agedness). It might be because they simply have no money to afford a new one. This kind of sincerity makes many workers look naturally cool. Such sort if coolness is what Rugged Style aims to capture.

(The picture below is from

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