Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Rufskin's Hubert Pierre Pouches: "You Won't Find Any Printed or Campy Designs in My Line!"

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

For some guys, it's all about what's underneath. Underwear is a game, and navigating through the plethora of brands, fits, styles, fabrics, and colors is the challenge. Here, Racked investigates what differentiates a boxer from a brief, a slouch to a pouch, and what fit works best for what personality—directly from the source.

Hubert Pierre Pouches, owner and head designer of San Diego-based underwear line Rufskin wears many hats...err...bottoms. He designs the line, comes up with the patterns (by hand), digs through archives of military designs for product inspiration, and photographs his creations on models for the brands look books. Here, we chatted with HPP about the perfect way to bridge equal amounts of style and fetish?with the help of "denim swim underwear."

What makes your product range unique?
We try to create a masculine, sexy and athletic inspired line. Comfort and style are the key elements of our underwear range. From cotton/spandex to our more "performance" textiles, our goal is to offer underwear for each moment of the day and different occasions. One of our "signature" lines is our stretch denim swim-underwear. It's a perfect way to cross the line between style and fetish wear in a tasteful way!

Who would you say is your target demographic? What are their interests? Where do they live?
Our customer is self-confident, masculine, active and still wants to look sexy. Their interests include sports, arts, travel and of course a certain sense of fashion. Our customers are from all over the world; from urban centers to remote sea-sides. We have discovered that the age is irrelevant, but to be more precise I would say the age range is between mid 20's to late 40's.

What is your role on a day-to-day basis?
I design constantly and I make all of my own patterns by hand for the entire Rufskin line. I also keep busy photographing the products on models for the website.

If you had to recommend one product from your line that every man should own, what would it be and why?
I'd say the "Steph" from our sheer line. It is the perfect combination of modern design and ultimate comfort. It features a cotton/spandex body mixed with a stretch sheer tule waistband and is both stylish and hyper comfy.

What do you think men are looking for when they purchase underwear?
Originality, comfort and sexiness. But I also believe that men today are more aware of each moment of their day, so they are up for a treat when they visit our site. Our brand also provides a wide selection of styles to fit men's needs.

Where do you seek inspiration for your designs?
Everywhere! From the sunny beaches of Brazil to the "old-fashioned" uniforms of previous Olympic Games. I also love to "tweak" any genre from old movies to museum paintings. The military is also a great source of inspiration.

What are you working on now? What can we expect next from the brand?
I am always creating new styles. We do not follow seasons or build our company based on collections. We are in constant "creative" mode. But, you can expect home furnishings, men's grooming, home accessories—you name it. One thing is for sure, you won't find any printed or campy designs in my line!
· RUFSKIN [Official Site]
· All Below the Belt Posts [Racked]