Ok, answered my own question. Figured I'd post incase anyone else is 
searching for this:

"ff".hex
=>255

Avram Dorfman wrote:
> Ummm... This is a really clever solution, except if you have a hex value 
> that you need to convert into an rgb array, it is probably a string, not 
> an integer literal. Is there an easy way to convert a hex string 
> directly into an integer literal?
> 
> (not that anybody is still watching this thread, but I figured I'd ask)
> 
> Martin DeMello wrote:
>> On 8/10/06, Bruno Malvestuto <bruno / garageim.com> wrote:
>>> How i can convert hex to rgb?
>> 
>> hex = 0xffeedd
>> rgb = {}
>> %w(r g b).inject(hex) {|a,i| rest, rgb[i] = a.divmod 256; rest}
>> p rgb
>> 
>> martin

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