Back in 2013 I took my first big gamble in the corporate world working as an ad sales rep for a large Canadian agency. I loved it—it was exciting, a big learning curve, competitive, and I enjoyed having my creative muscles exercised and getting to know such a diversity of people. Throughout all of that, I enjoyed investing in my wardrobe and seeing how dressing well changed not only how others perceived me, but also how I felt about myself. 10 years ago, I was in Grande Prairie (of all places) working with a group of guys and joking about having our own men's apparel website with all of our go-to brands. Fast forward to 2024, I took a chance on that original idea and decided to go for it. When I developed the concept for Rugged Reign, I saw a niche in the marketplace where it’s tough to find a brand that focuses exclusively on men and carries the best of the best in a range of categories with a purpose greater than just selling clothes. That’s why I started Rugged Reign.

Rugged Reign isn't just about apparel alone. It's about providing a platform for men to enjoy style while addressing some of the real obstacles we face. Society and work have become a game, and men often feel like they have to change who they are to fit in, or in many cases, constantly defend themselves and hold back from expressing what they truly think or believe. I’ve definitely gone through that, and part of Rugged Reign is sharing content that I hope will inspire you and help you find value in who you are.

At Rugged Reign, we're committed to putting these conversations first—to challenging men to live confidently and unapologetically. It’s not just a brand, it’s a movement to help men forge their path and celebrate who they are becoming.

Explore our collections, join in, and celebrate with us for who we are.