By PAGE Editor

RHUDE, founded by Rhuigi Villaseñor in 2015, is a design venture born out of Los Angeles, balancing luxury techniques with streetwear elements, showcased as ready-to-wear collections.

Designed from a narrative standpoint R H U D E is both a reflection of modern socioeconomics and personal stories as Villaseñor came to Los Angeles from the Philippines at the age of 11 with no concept of brand culture.

Now a reoccurring theme season-to-season, RHUDE combines American iconography with nostalgic references, a visual commentary on Los Angeles style and culture itself.

RHUDE has unveiled their first ever editorial campaign headlined by the iconic artist Future. Showcasing a combination of the Spring Summer and Fall Winter 2021 collections, the campaign is illustrative of the RHUDE lifestyle, with Future as the live embodiment of the brand’s aesthetic and pillars.

RHUDE Creative Director Rhuigi Villaseñor worked with friend and long-time admirer of the brand Future, to create a campaign that exemplifies the style of the modern gentleman through the RHUDE lens.

Captivating what RHUDE does best, meshing functionality and comfort with the tailoring and detail of high fashion. Rhuigi and Future take the RHUDE cult-like following on an adventure through this creative process to transport you into the RHUDE world. 

Appearing in his first ever fashion campaign, Grammy Award Winner Artist Future entrusted Villaseñor to reinterpret his signature style but with the RHUDE twist. Showing the diversity of the collection, which includes a wide range of fabrics and fits, with design elements current to today’s current needs.

Diving into classic silhouettes and pulling influence from iconic American figures, this campaign focuses on pieces essential to the everyday closet but reimagined in new and modern fabrications.

See RHUDE looks on Future:

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