The Rugged Standard is a new brick and mortar store from the guys behind online niche store, Superdenim. Denim Geek recently had the privilege of being among the first to check out these photographs of the York based store and it’s looking great.

The Rugged Standard is already stocking hard to find brands such as The Real McCoy’s and Studio D’Artisan, as well beautiful pieces from Post Overalls and Mister Freedom. The shop is located near the Minster on the 2nd floor and the guys have made great use of the space available with clean wood floors and natural light. Next time you’re in the area, make sure you pop in and say hello. We’d like to wish Lewis and the guys the best of luck for the future.