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Ford Ranger Canvas Seat Covers Airbag Certification

About Us

Committed to Protection


It’s about what gets us up each morning and keeps us up at night.

We are extremists. We have a staunch obsession with detail. Because we truly care about protecting your people and your gear.

We love delighting hardworking legends.

Equipping them with hard-wearing, quality products so they can work hard and play hard in the most extreme conditions.

We empower people to get out there and do it. Ignore the elements, get the job done.

Oh, and of course, we are proudly 100% Kiwi.


Rugged Valley delivers to private, industrial and commercial customers a wide range of hard-wearing products;
including tailor-made canvas seat covers, custom floor mats, protective workwear & quality safety gear.


How it Started


Rugged Valley’s story started way back in 1975 when Grandad R.W. Smith was earning a crust for his family in Hawkes Bay.

He used to make all things canvas, PVC and textile-related with a focus on saddlery for horses.

Fast forward to today, where we provide hard-working Kiwis with tough canvas seat covers, protective floor mats and

quality workwear and safety apparel so they can work hard and play hard.

With one of the world’s toughest testing grounds; we reckon if it works here in beautiful New Zealand, it’ll work anywhere.

Over the years, we have picked up a thing or two, which allows us to find the perfect solutions for our fellow Kiwis.



Invest in protection that will protect your investment and experience
the benefits of future-proofing your vehicles resale value.

What Customers Are Saying