"We need to create a culture in which we think about these things, " Ruffini told CNN.
At the time he took over, Moncler was "only one jacket, " says Ruffini, 51, who was born in Como, Italy.
The mastermind behind the recent metamorphosis is the company's chairman and creative director, Remo Ruffini, who purchased Moncler in 2003.
Patrick Ruffini, the former director of the RNC's eCampaign, echoed Erickson's views.
Breaking from the mold is in every way Ruffini's intention, with the presentation of his shows and the direction of his company.
Ruffini and Salam point out that the federal government have been pouring resources into anti-piracy efforts, and restraining individual liberty in the process, for decades.
"We haven't started yet, but I want to make something more different, more unique, " Ruffini says of the fashion show he'll create for next spring.
But Ruffini said the mere fact that RNC candidates use social media doesn't necessarily mean they are prepared to integrate it into every corner of the party.
But this may not matter, says Patrick Ruffini, who worked on George Bush's 2004 run and is co-founder of The Next Right, an online hub for centre-right activism.
ECONOMIST: The battle to master new media becomes ever more intense
The latter part of Ruffini's plan presented the greater challenge.
So far, three RNC candidates formally have endorsed the plan -- Anuzis, Saltsman and Blackwell -- but Ruffini said he hopes all of them will adopt the general goal.
But Congress has for centuries recognized some form of copyright, the Constitution explicitly authorizes the legislature to do so, and even Salam and Ruffini concede that piracy is common and increasing.
Republican Internet consultant Patrick Ruffini sees Romney's ad challenge as evidence the GOP, sometimes criticized for failing to connect on the Web, is starting to get serious about tapping its potential.
If quality and cool collaborations have provided Ruffini with a solid base for rebranding, his immersive, unapologetically giddy presentations have perhaps most directly altered how Moncler is perceived among the fashion set.
It's a clear sign the candidates know that the party is in need of a technology overhaul, said Patrick Ruffini, an online Republican strategist and veteran of President Bush's 2000 campaign and the RNC.
Ruffini, along with other conservative activists, is the author of "Rebuild the Party, " an online manifesto and road map of sorts he believes the GOP needs to follow if it hopes to stay competitive with Democrats.
Mr. PATRICK RUFFINI (Republican New Media Consultant): The great thing is that not only where one winning ad make it on TV, but you'll have hundreds of ads that might not win being circulated around the Web, and it gets people to spread the message virally.
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