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RUFFLY, Los Angeles, CA (2025)

05/05/2025

A boss I had once made a strange and startling admission.

“You can’t imagine how many life decisions I’ve made after asking myself, ‘What if the zombie apocalypse happens?’”

He was a good guy and we had an easy way, so I admitted – only half jokingly – to a similar reason for why we have a machete propped beside the fireplace.

Eventually we wrapped up the bizarre conversation with a sensible, concluding remark:

“Being prepared is no bad thing, even for those very unlikely situations.”

Then some years later, that memory rose from the dead and gnashed its teeth as it stalked after me.

It happened each evening when I’d take our German Shepherd Moxie out for a walk and we’d stop by the small grocery on the way home.

I’d walk out with my cheese or produce in another plastic bag and roll my eyes at this absurd thought:

‘Am I really better prepared for the zombie apocalypse than for Moxie’s daily walk?’

The plastic bags piled under the kitchen sink faster than we could use them to line waste baskets.

So, I decided that buying a tote bag each time would be the act of penance I needed to learn my lesson.

Except soon the pantry was also bursting with once-used totes.

So if you ask what we were thinking about when soon thereafter we created a lightweight grocery tote that rolls into a stuff sack and clips to Moxie’s leash?

I’ll make this strange and startling admission:

Yes, it was the zombie apocalypse.

The graveyard of undead plastic bags under the sink and horde of zombie tote sacks in our pantry.

05/03/2025

Doing what’s hard has never come easy for me.

It sounds like a silly thing to say but we all know people who thrive when beating against the current.

Strange, beautiful, impossible creatures who blossom fullest through gritted teeth and while scrambling up a rocky slope.

I am not one of those who craves the hard exertion.

Resting is much more my natural state and, if it’s not a heroic quality, at least it’s honest.

But then also there’s a restlessness.

In hibernation during a long dormant season, then it builds with heat and pressure.

It creates the steam that groans my locomotive into motion.

Otherwise, I’d never leave home or stray off the tarmac.

Not choose to sweat or strain or suffer the cold.

Never linger where the horse flies bite and mosquitos sting.

Where bushes have thorns and snakes have venom and rattles or where wolves stalk and bears grow big and wooly.

Never would go out there but for that restlessness.

The need to scratch the itch and pick the scab.

An impulse to pull at the thread and see what riding the frayed edge feels like.

I never would dare if not for the restlessness that triggers me into motion.

But restlessness is not a superpower, Is it?

Not something you’d wear a cape for.

No, not a cape.

But maybe a bandana?

05/01/2025

Sometimes it feels like the wild places are all disappearing.

Paved over, landscaped, and lawn-mowed.

A piece of our true selves has gone with them.

From the wolves we once were, now dog parks and green spaces.

Both of which are wonderful and beautiful, especially if you live where plants grow in pots and tree roots press the sidewalks.

I love parks but I’ll always choose wild places.

Where there are no rules posted or walkways to follow.

Just open space and no leashes or water fountains or jungle gyms.

You bring what you need, find what you can, and pack out what shouldn’t be left behind.

What you don’t pack out, you dig a hole and bury.

Being in wild places feels different and more wholesome than being anywhere else.

But the wild places are disappearing and I’ll be sad when the last ones become parks.

It’ll be like a piece of me has disappeared with them.

I’ll miss them but I know I’ll visit the parks and learn to appreciate them more.

I’ll read the rules and look for the places we’re allowed to run off-leash.

I’ll follow the walkways and drink from the water fountains.

And always have little baggies so we leave only paw prints behind.

Slowly they will fade away.

One day we will disappear too.

And maybe the parks will become wild places again.

04/24/2025

Some conspiracy theories sound totally far fetched.

Like how they faked the moon landing, crop circles and alien abductions, and how people live inside the hollow Earth.

But this one is completely true and impossible not to believe.

It’s how Big Kibble’s marketing ninjas have duped us to always feed our dogs the same brand of ‘dog food’ because of their delicate stomachs.

Sounds reasonable enough, right?

Except wouldn’t eating the same exact food for every meal cause anyone’s stomach to become delicate?

Anyway, at least you’d agree my Big Kibble marketing conspiracy is a lot easier to swallow than microchips delivered through vaccines, right?

Either way, the fact is you just can’t beat kibble for the convenience.

And especially when you’re on the go.

All it takes is a resealable, waterproof way to store it.

The marketing ninjas don’t want you to hear this but a plastic bag or ziplock will do just fine.

It’s cheap, easy, and convenient because you can just throw it out when it starts to smell.

But, at RUFFLY we’re about making craftsman quality kit for the ones who matter most.

And we’re certainly not about selling our dogs short.

Because, if school children get to carry a Pokemon or Transformers lunchbox and construction workers have those tin lunch pails, what about our dogs?

Except, neither of these suit our dogs any better than those gorgeous whicker baskets they used for picnicking back in victorian England.

But your Kibble To Go Bag is Goldilocks perfect and also craftsman built from loom-woven, naturally dyed cotton.

The rugged outdoor vinyl shell and water-resistant liner keep moisture out and that pungent kibble smell from invading everything else.

It rolls down, snaps closed, and even has a kangaroo pouch for carrying along a collapsible bowl.

So, whether you believe my Big Kibble conspiracy theory or not, we can certainly agree that ‘dog food’ is here to stay…

…unless you bring it along in your Kibble To Go Bag.

04/20/2025

It’s a completely natural thing to do.

A wholesome activity that provides enormous release.

That’s why the health and emotional benefits are well-documented in science and most researchers recommend doing it at least once a day.

Also, despite the flashy ads on late night TV, it doesn’t require a curiously shaped device, batteries, or space age materials.

The best and perfect tool for the job is the simple one.

So, the only big ‘but’ here is this: your dog can’t do it without you.

Because ‘hucking’ is an activity for couples – or, I suppose, as a th*****me – but never alone.

If you’re new to it, there’s nothing to be ashamed of.

Just skim through our Beginner’s Guide to Hucking (below) and you’ll go from ‘maiden hucker’ to ‘hucking pro’ in no time…
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Greetings first time Huckers!

To begin with, please be aware that Mother Hucker is the only internationally recognized and officially sanctioned dog toy for hucking.

Size does matter so be honest about whether your dog needs a Mini or a Mother Hucker.

Don’t rush into it because your dog will never forget their first huck.

Never make your dog beg (too much) for a huck.

A long, hard hack is more satisfying than a short, wimpy one.

Hucking burns calories and builds lean muscle but you should wait at least 15 minutes after feeding before you huck.

Some huck first thing in the morning while others do it before bed – just make sure you stretch first.

Other dogs might try to join in without invitation, so be understanding and practice good hucking etiquette.

If there are lots of trees around, then don’t give a high-flying huck.

Lastly, and certainly most important, always do it like you give a huck!

04/17/2025

It’s something we wish we never had to use.

Because our best moments are when you’re the most free.

To run ahead.

Prance through the tall grass, look behind and then bolt back to me.

We’re never more connected than those times.

But this world has more rules than wild places.

More busy streets than meadows.

That’s ok.

Anyway it’s the way of things.

And, as silver linings go, rare is why gems and off-leash time are even more special.

So this Knotted Leash is for those other times.

When the world and safety demands it.

That’s when our connection has to be clipped on and grasped dearly in my hand.

Our bond is made dependably physical and built into this Knotted Leash.

Like strands of twine braided into a rope.

Knotted by hands who earn a living while their children and dogs play outside.

Built everyday beautiful and dependable by expert craftsman in workshops of their own.

A powerful material for this connection that keeps us close and safe, and also right with the rules.

This Knotted Leash that holds us firm together, but feels even better coiled in my hand after I unclip you.

So that you’re free again to run off.

And prance and pounce.

And return to me.

As we share these most precious moments.

04/15/2025

A collar is an everyday tool.

But it was never ordinary.

Like a lasso or saddle, or a carpenter’s level.

They are everyday tools that help us do something extraordinary – like move the herd or build a house or keep our dog close and safe.

But then they made collars ordinary.

By manufacturing them faster and cheaper in factories alongside microfiber wipes and refrigerator magnets.

They took the craftsmanship out.

Why did we allow this extraordinary everyday tool to become ordinary?

Because we stopped caring or our values changed?

Or maybe because they dressed it fancy with marketing words like ‘outdoor’ and ‘adventure’?

But that’s not right.

Because those are qualities that we give it, not the factory robot or marketing firm.

The job it does and who wears it is what makes it special.

And we believe how it’s built does that too.

This collar is made in the old ways.

Given with the love of a forever ring triple-braided from meadow grass.

And worn running through woods and crossing streams, and snoozing on the sofa.

This collar is an everyday tool to help make every day extraordinary.

04/12/2025

We started by making a list.

The things we believe and reasons we started RUFFLY.

But lists are good for New Years resolutions, but not for what’s most important.

So, my hand tensed as I scribbled out the bullet points.

◦ Craftsmanship values people, work ethic, heritage, and traditions

◦ Independent workshops provide more dignified conditions and wages

◦ Making everyday dependable things that last is the real ‘sustainability’

“They’re all true,” I said. “But not the one true thing.”

So, we stepped away from and walked out to the field behind the house.

I hurled Whimsy’s Mother Hucker deep into the bush and she bolted off in the ecstasy of the chase.

The breeze rose, the leaves rustled, and my mind emptied of worries.

For just a few moments, things slowed down.

That’s when I crumpled up the list in my pocket and discovered the words for the one true reason we started this.

RUFFLY slows things down.

It’s like picking vegetables from my kitchen garden or collecting eggs from the coop beside the house, the quiet drink enjoyed on the porch, piling sticks to make a campfire, or rolling a joint if that’s your thing.

It’s the way something useful and dependable is made by skilled craftspeople to help us share this one and only life together.

And what could be more important than that?

What more meaningful in this petroleum-and-plastics world that spins at electron speeds and whirs to the hum of driverless vehicles and city-sized server racks?

Plasma screens, algorithms and AI, Amazon same-day, fast fashion, and the godlike worship of the economic bottom line.

It’s not a rejection of how fast the modern world moves on its conveyor belt.

It has to be that way to keep the lights on and the water flowing from the tap. It’s how we build bridges and cure diseases.

But just for a moment – and for something as important as the collar around my dog’s neck – things move at a human pace.

RUFFLY slows things down.

It’s our one true thing.

So we can enjoy the moments.

With those who are the most important.

In this one extraordinary life together.

04/10/2025

Despite what you might hear said, we think not everything about the old ways was bad.

In fact, just the opposite.

A lot was good and done honest, and even feels missing from our own frenzied modern day.

Like how it seems that the world turned a little slower back then.

How work involved fewer screens and more boots, and made your hands dirty but your heart feel clean.

How good and necessary changes happened but at a speed you could keep pace with – like at a trot, not riding on a bullet train.

It felt like there was more time for talking, even some listening, and fewer idle thumbs busily trolling.

And also how things were made back then.

How skilled craftspeople made useful everyday things like saddles and timepieces from knowhow and dependable materials.

Because robots and nanofibers are good for manufacturing computer chips and driverless vehicles.

Mega factories are great for churning out cheap socks and refrigerator magnets.

But for the few things that are most important and timeless in a person’s life – like the collar around my dog’s neck and the leash that connects us two together – that’s where we think the old ways still make what’s best.

Skilled craftspeople – artisans, weavers, tailors, and saddle makers – who practice a valuable vintage trade, and with pride of purpose and thoughtfulness.

They make something intentionally.

Unapologetically free of factory precision and efficiency, but gaining so much more lasting beauty and dependability in that craftsmanship freedom.

It seems like the modern world spins daily faster and changes come ever quicker – changes that are mostly good and sometimes overdue.

But the faster the spinning wheel goes ‘round, the more it feels like the old ways still have a lot to teach us.

And we think they are worth holding onto.

RUFFLY – Outfitting our dogs for this one extraordinary life together.

04/08/2025

It means something different to each of us – but it's absolutely what we're all here for.

To share those perfect moments together.

The extraordinary moments that make all the routines, worries, and have-tos worthwhile.

And that's what RUFFLY is here for – to help those moments happen by making the gear that gets us out and on our way together.

We do it by making dog gear perfectly.

Not perfect – but perfectly.

Not made with perfect precision – like manufactured from nanofibers and assembled in a factory of whirring robots.

That's perfect for smartphones and driverless vehicles.

But RUFFLY gear is perfectly made for the things that matter more – like the collar around our dog's neck.

It's about a different kind of perfection that exists in things that are timeless and tough because they're expertly craftsman built.

They are artisans, weavers, tailors, and saddle makers who make the extraordinary happen with their skill, knowhow, and quality materials.

RUFFLY gear is not made to be perfect – but perfectly made for it's one true purpose.

To help us live extraordinary together.
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04/03/2025

Despite what you might hear said, we think not everything about the old ways was bad.

In fact, just the opposite.

A lot was good and done honest, and even feels missing from our own frenzied modern day.

Like how it seems that the world turned a little slower back then.

How work involved fewer screens and more boots, and made your hands dirty but your heart feel clean.

How good and necessary changes happened but at a speed you could keep pace with – like at a trot, not riding on a bullet train.

It felt like there was more time for talking, even some listening, and fewer idle thumbs busily trolling.

And also how things were made back then.

How skilled craftspeople made things timeless and tough – like saddles and timepieces – from knowhow and dependable materials.

Because robots and nanofibers are good for manufacturing computer chips and driverless vehicles.

Mega factories are great for churning out cheap socks and refrigerator magnets.

But for the few things that are most important and timeless in a person’s life – like the collar around my dog’s neck and the leash that connects us two together – that’s where we think the old ways still make what’s best.

Skilled craftspeople – artisans, weavers, tailors, and saddle makers – who practice a valuable vintage trade, and with pride of purpose and thoughtfulness.

They make something intentionally.

Unapologetically free of factory precision and efficiency, but gaining so much more lasting beauty and dependability in that craftsmanship freedom.

It seems like the modern world spins daily faster and changes come ever quicker – changes that are mostly good and sometimes overdue.

But the faster the spinning wheel goes ‘round, the more it feels like the old ways still have a lot to teach us.

And we think they are worth holding onto.

RUFFLY – Outfitting our dogs for this one extraordinary life together.

03/31/2025

Sometimes you have an idea before the words exist to explain it.

So, you follow that feeling like a trail through the forest, not knowing where it will lead you.

But you can't not follow it, you know?

And the further you go, the more that feeling makes your whole little corner of the universe fit perfectly together.

Fit perfectly like the way that collar looks around your dog's neck, or how the leash nestles in your hand and connects you to the one who matters.

So, you keep going even though the the words to describe that feeling elude you.

But, eventually it does get frustrating not knowing how to say it.

Then one day it came me.

Not like a bolt of lightening or a crackling brainstorm.

More like a small bird that flutters in, sits on a branch, and then flutters away again.

𝗥𝗨𝗙𝗙𝗟𝗬 slows things down.

That's the idea we were following all those many months and years.

During all the long hours in craftsman workshops to create, try out, and then redo it all over again.

It's to capture that feeling of when a moment is just right.

The way it feels when I picked vegetables from the kitchen garden while my shepherd dog, Moxie, snuffed out gophers and squirrels.

The joy of the late evening sun on my skin while Whimsy chases birds and romps through the tall grass.

That's the feeling we've been seeking out for so long to make 𝗥𝗨𝗙𝗙𝗟𝗬 what it is.

RUFFLY

05/05/2025

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Let Your Paws Take You There

Monday	8am - 6pm
Tuesday	8am - 6pm
Wednesday	8am - 6pm
Thursday	8am - 6pm
Friday	8am - 6pm
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