Rhuigi Villaseñor shares insights on Rhude’s shift to a direct-to-consumer model and his vision for the brand’s latest collection during a recent presentation in Milan.
Rhuigi Villaseñor, a notable figure in the fashion industry, shared insights into his evolving approach to his brand Rhude during a recent presentation in Milan. Known for his adventurous spirit, Villaseñor, who was born in Manila and raised in Los Angeles, has navigated through various challenges in his career, currently balancing significant highs and lows.
As Villaseñor steps into the role of chief brand officer at Como 1907, a soccer club that is making strides in Italy’s Serie A while also establishing itself as a luxury brand, he is finding himself in a picturesque environment that contrasts with the complexities of his professional transitions. The brand Rhude is undergoing a significant shift from a wholesale model to a more direct-to-consumer (DTC) structure, which Villaseñor describes as part of an aim to increase efficiency.
The latest Rhude collection showcased during the Milan presentation reflects this transformation. Highlighting essential categories such as denim, sweats, and biker-inspired clothing, the collection integrates familiar elements of Villaseñor’s brand language. Distinctive items, including tie-dye fleece sets and recognizable patterns, accompany a range of stylish outerwear options. Notable pieces featured in the collection include varsity jackets, a rugged aviator jacket, and a hooded olive bomber, alongside new offerings like down jackets, which Villaseñor pointed out are priced more competitively compared to previous launches.
Villaseñor articulated his vision for the collection, stating, “The collection is called Rude Boy and it embraces what inspired me when I first started the brand; California, that independent spirit, prep, and skate. For me right now it’s about re-emphasizing the key points of our identity while we work to get some other factors in place. And then, once we’re ready, we fly.”
As Rhude navigates its current phase of development, Villaseñor’s emphasis on reconnecting with the brand’s core identity amidst necessary adaptations is a significant aspect of his strategy going forward. The event highlights the potential for growth and evolution within the fashion industry as brands redefine their models in an ever-changing market landscape.
Source: Noah Wire Services
