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          About us

          Our story starts here,

          Hello. Welcome to Rugged Valley, we are so glad you’re here.

          We’re Brent & Toby, the father-son founders of Rugged Valley. We’ve been working in the textile manufacturing industry our entire lives. We started out as your jack-of-all-trades textile manufacturers, doing anything from repairing curtain siders on trucks to designing dog collars to manufacturing healthcare products.

          One day after repairing a tarpaulin covered in cow poo we decided there must be something better than this. After hours of research and design we took the plunge and started Rugged Valley seat covers.

          We understand that Kiwis need seat covers that can take a thrashing. We've seen enough of those cheap, stretchy covers - they don't last, don't stay on the seat and end up costing you money.

          We've also seen enough of those makeshift arrangements - your partner's nice, fluffy towels or a big plastic black rubbish sacks.

          Our mission is to help hard working Kiwis live their best life – at work and at play.

          We save them time, money and hassle through hard wearing, NZ made seat covers and custom fitted floor mats.


          We love delighting hardworking legends. We have a staunch obsession with detail. It’s what gets us up each morning and keeps us up at night.

          We are extremists. Because we truly care about protecting your people and your gear. We empower people to get out there and do it with gear that lets them. Ignore the elements, get the job done. 

          Our seat covers are waterproof, rot-proof and life-proof. Over 100,000 hardworking legends have given our seat covers a thrashing - farmers, contractors, surfers, plumbers, truck drivers, builders, hunters, workers and adventurers. We stand by our staunch 2 year guarantee because we truly believe in gear that works. 

          And lastly, our seat covers are 100% Made in New Zealand. With the surge in Chinese manufacturing, NZ's depleted sewing industry needed a revival. And we want to forever be a part of that.

          Manufacturing our own products allows us to do shorter runs, have greater control over the quality of our products and most importantly, employ a team of good honest Kiwis.

          Allowing Kiwis to do what they do best. Work hard. Play hard.

          Thanks again for stopping by,
          Brent & Toby.


          What our customers say

          Love this product.  Have purchased before and it was amazing how clean the seats looked when we sold our vehicle.

          Lynne Agnew

          Great seat covers, get what you pay for.
          Dog hair doesnt stick to them which is great.
          Wouldn’t hesitate to buy again

          Scott Balderstone

          Highly recommended to anyone reading this prior to purchasing a set! They fit great and even better once your backside wears them in! Just watch your hands up under the seats on those Tritons, plenty of sharp stuff up under there to ruin ya day.

          Ryan Ruthe

          Great seat covers. Only brought the front set for a start, was so satisfied after a period of time to test them that i got the rear set also. Easy to use instructions & installation. Superior fitment & hard wearing material. These are not cheap but you get what you pay for. Wouldn’t hesitate getting a set for my next vehicle. Keep up the awesome work Team


          Picked up a full set of covers for our ranger, after picking up a Quad seat cover i was keen to try their seat covers. a bit fiddly to fit (maybe a you-tube video with tips and tricks would be useful ?) the fit is great, my mate has another brand (duck) in his hilux and they are not a patch on these for fit.
          Great service from Rugged valley staff and quick turn around, all i would do is work on the fitting guide to complete the experience.

          Lee Butcher

          Awesome bullet proof seat cover would highly recommend them


          i’m really please with these matts, fit nice and snug even thought I haven’t fixed them in place ,just popped them in. They catch the water and stones when launching boat. easy as to shakeout and plop back in.


          Totally like the new seat covers, great fit and quality material. Friendly helpful staff, great service, fast delivery – a highly professional company to deal with – I can truly recommend Rugged Valley!


          Tumeke! Makes my ute look flash.


          These seat covers are mint, fit snug, but easy to fit, and are comfortable and hard wearing, as well as looking great, highly recommend them!!

          Graeme West

          These seat covers are great, they fit well and are very durable, awesome quality and highly recommend them to anyone.
          Nothing like brand new seats when you sell your vehicle.

          Matthew Garton

          After purchasing my ford ranger seat covers from Rugged valley, it is very easy to see why they have so many 5 star reviews.
          Delivery was very prompt, quality is top notch, and very easy to fit compared to some other seat covers i have purchased from the retail shops. Brilliant company, brilliant staff from my dealings with them. Thank you rugged valley.

          Ryan Trevathan

          Just fitted the seat covers and have been using them for a few days now and I can honestly say. They fit perfectly, were easy to install and are very hard wearing. The customer service is second to non and they were a pleasure to deal with. I made a mistake and got the wrong covers. They sorted it out no problem. I highly recommend Rugged valley. Deal with true kiwis and get a good NZ made product. Thanks guys and girls A+

          Caleb Blank

          We just put these seat covers in our new Hiace. They were easy to fit and fitted perfect. Great service and great product. Thanks

          Arron Emmerson

          good fitting seatcovers, enhance the vehicles appearance and are hardwearing and easy care cleaning against contamaments

          Paul Kelly

          Very pleased with the seat covers. They look and fit great.
          Thanks for your professional service.

          Dave Hockey

          I used to think that Black Duck seat covers where the industry benchmark, but Rugged Valley’s are every bit as good – super tough, comfortable, stylish and a perfect fit. Very happy I bought them!

          George Morrah

          Yeah 10/10 aye. Just got them for the back seats so dogs/kids/tools whatever don’t wreck them. Still look like new.


          Easy to fit, keep the mud and dirt off the original seats and keeps the original comfort of the seat.

          Mark Booth

          Absolutely love these seat covers on my Hilux! They are a perfect fit and they were surprisingly super easy to fit them. I highly recommend them to anyone considering purchasing them to do so as they are 100% worth the money. Yes, they are not cheap but you get what you pay for and you will have no regrets.
          Thanks Rugged Valley, you have a very happy customer here – 5 Stars!

          Nate Gunther

          We needed some seat covers for our Gator and the ones from Rugged Valley were just fantastic! Great quality material which will take wear and tear, a good fit and the right colour – black! They have really enhanced our vehicle and look superb. The service was great all round with very fast shipping. Highly recommended!

          David Tonge

          Totally awesome product and great NZ company.Delivery was so quick.The more time we spend sitting on them the better they get.So bloody comfortable.Have just done south island 8day 4wd trip and they stood up to everything.Amazingly the covers stay the same temperature no matter the weather or how long you spend sitting in them. Rugged Valley top blokes and blokesses

          Peter Harris

          Outstanding service, very prompt, Top Quality product, perfect fit thank you

          Steve Old

          Very happy with Prado seat covers great quality and fit .

          Daryl Smith

          Seat covers are well made and fit the seat nicely. Professional company to deal with. Ordered on line and had no problems at all.

          Steve Watson

          Seat covers arrived today and I am very happy with the product. Originally the goods were lost in transit through not fault of Rugged Valley’s. However, they made me a new set and had them shipped to me overnight. Very impressed. Recommend this product to all farmers and 4x4s or to anyone wanting something that will prevent your seat from getting wet, dirty or stained!

          Howie Maden

          Great seat covers! Bought a full set for our Ranger and we’re really pleased with them. Good looking, easy to fit (they fit well with no loose areas), and the material is comfy but robust.


          The Rugged Valley seat covers are a perfect fit and surprisingly comfortable. They look great to. Super happy with the produxt, and the quality. Highly recommended. A+++

          Dayl Williams

          Really awesome service from the team, made sure I got the right seat covers for my Can-Am Max. They look great in black and fitted like a glove. Will be using Rugged Valley for any other seat covers I need.

          Bill Parker

          Awesome seat covers! Good snug fit, tough as, water proof, look good and really easy to clean!

          Tom N

          Very happy with the seat covers for my new Mitsubishi Triton cab chassis ute. The fit is good, they seem of good quality (have not thrashed them yet) and they look great (in grey). Rugged Valley have been excellent to deal with.

          Brett Tercel

          Seat covers are on a van used by our Port services group. They are in and out of the van 24/7 and all who use the van are very impressed with the covers. Service was great and you keep us in the loop as to where and when the covers were. Cheers.

          Murray Burgess

          Good quality & good fit. Very strong & sturdy covers which is much needed with muddy shepherds in & out of the vehicle every day.


          These seat covers are worth every cent. The 12oz fabric is very durable and is comfortable to sit on. Would recommend for anyone wanting protection of there seats, especially tradies who are in and out of the vehicle all day. A++. The seat covers are quite tight to fit initially, however after a few days they hug the seats covers and dont show ripples. The colour black does not feel hot to sit on when in direct sunlight.

          In addition, I am very happy with Rugged Valley with there customer service and fast delivery!


          Once ordered, the seat covers arrived about as fast as a .308 bullet into our letterbox.
          Rugged, hard wearing and top Quality, makes our Ute seem even tougher.
          Five Stars for the good Bastards at Rugged Valley.

          Clinton Steele

          Love them !! 100% perfect fit for my 2000 bench seat ute!! took me a 1 year to find rugged valley Way beta than the budget canvas super cheap seat cover’s , very one at work at has comment about them.


          Absolutely amazing seat covers, easy to install, fit perfectly and have already been worth the purchase. Great fast service. 10/10 would recommend

          Jamie Lee

          Awesome seat covers , easy to fit.
          Seat cover remain rigid when entering and exiting the vehicle. well worth it


          Awesome seat covers! Good snug fit, tough as, water proof, look good and really easy to clean!

          Tom N

          Totally love your covers have 3 sets now

          Stephanie Walker

          Absolutely love these seat covers on my Hilux! They are a perfect fit and they were surprisingly super easy to fit them. I highly recommend them to anyone considering purchasing them to do so as they are 100% worth the money. Yes, they are not cheap but you get what you pay for and you will have no regrets.
          Thanks Rugged Valley, you have a very happy customer here – 5 Stars!

          Nate Gunther

          Hey Kiwis, current lead times: 2-3 weeks for non-stock seat covers. 10-12 weeks for non-stock floormats/dashmats. 1-2 days for any item instock. Website doesn't show stock levels, so feel free to give us a call to confirm for your items.