Ruff Club is a dog-friendly social club and contemporary pet care hub based in East Village, New York City. The positioning of the brand shies away from the “boutique hotel experience” and instead, true to the East Village, offers a laid-back environment where dogs and humans are treated with dignity and respect, but never pampered or infantilized. Ruff Club is built on the idea that people can channel the love and humility their dogs provide, into new relationships and collective community engagement.