Rough And Rugged is the latest surf-inspired label to reach our radar, with the arrival of its new SS14 lookbook. From its home in Japan, the brand is using vintage surf wear as a starting point, then mixing it with military and Americana themes for an authentic and utilitarian look. This season, the brand has worked alongside cult Harajuku label Bounty Hunter on a few collaborations, which can also be seen above. The lookbook, complete with captions, takes a refreshing, lighthearted approach to design — just like the brand itself.

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