About Us

Thug Country Apparel was founded in 2024, by Gary Luker. It was inspired by his lifelong friendship with his best friend, Archie. Meeting as young Airmen, they quickly hit it off and realized that although they were from completely different worlds, they were very much alike. Gary thought about it often and wanted to create a brand that explained their lifestyle. He saw an opportunity to unite the rugged determination of rural life with the bold confidence of urban style. Thug Country isn’t just apparel; it’s a movement that honors the grit, hustle, and resilience that shape our lives, no matter where we come from. Thug Country is for those who live real, ride hard, and aren’t afraid to stir it up along the way.

Veteran Owned. Street Proven. Country Built.

This is more than a name. It’s a mindset. Welcome to Thug Country.