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Santa Cruz born apparel

Rugged coast is not your average apparel brand. We were born of the salty surf, forged in fire and we're not afraid to get our hands dirty.

Made for the love of the coast.

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Shop Shirts

Featured
Womens V neck T front
Black Classic Santa Cruz V-Neck
$30.00

Next Level athletic fit, runs small. soft yet rugged.

Squidhead Next Level Tee
Squish Tee
$30.00

Iconic style. Ready for the high seas.

96EB9174-9DA6-41AC-A08C-DBE90B7E03B2
Rugged Classic Santa Cruz Tee
$30.00

A Santa Cruz original. Available in black, army, navy, charcoal and warm grey

C9CF1715-D801-4182-9C73-518B896F3386
Womens Tank
$30.00

Available in charcoal and antique denim

Featured
RC Classic Camo Zip Up
RC Classic Camo Zip Up
$60.00

Ready for adventure…The heavy weight Camo zip with our classic logo on back, RC on front

Local Legend Jimbo Phillips Kraken Pullover hoodie
Local Legend Jimbo Phillips Kraken Pullover hoodie
$65.00

From the Santa Cruz Legend, Jimbo Phillips, comes the Kraken Hoodie.. The iconic Phillips family artwork has been synonymous with Santa Cruz surf and skate culture for decades and Jimbo’s eye popping graphics has been featured all over the world! We are beyond stoked to partner with Jimbo on this badass creature of the depths. Score your treasure…if you dare! Available in Charcoal gray

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Giving Back

Santa Cruz County is home to a wildly diverse landscape with an incredible stretch of coastline. Our mission is simple - Donate time and proceeds to those who need it most! Every purchase helps support some amazing local charities. 10% of all proceeds go to keeping our beautiful ocean and beaches clean as well as helping CZU fire survivors, Rugged Coast is committed to preserving our wonderful coastal communities.

What we do