The most common and most likely answer to this crossword clue is the 7 letter word BEARISH
I've seen this crossword clue in The Guardian
B
E
A
R
I
S
H
More clues leading to the result BEARISH
Buddy explains!
The straight part
We know that "Rough and rude" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case rough and rude = bearish.The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.
What does BEARISH mean?
BEARISH adjective- Resembling or likened to a bear, typically in being rough, surly, or clumsy.
- (of the price of financial instruments) Characterized by falling prices.
- (by extension) Pessimistic about the future.