Rhuigi Villaseñor is bringing fashion for everyone with his latest Zara collection
Rhuigi Villaseñor, just months into his appointment at Bally and several years into operating his own label Rhude, has come up with another big fashion idea: to redesign the human uniform. From his living room in Los Angeles, he describes the purpose behind his new label RHU, a co-venture with Zara, as Jobsian—incidentally he is wearing a black turtleneck. “Good design is good design,” Villaseñor proclaims.
The menswear label—an abbreviation of Redesinging Human Uniform—exists in a post-athleisure, post-streetwear world, where clothing has to be as much a reflection of one’s identity as it has to be functional and comfortable. Two of Villaseñor’s key items, as such, are leggings and a nylon button-down—things that evoke the spirit of travel and sport. Logos, graphics, and vibrancy still play, and he identifies footwear and T-shirts as two prime opportunities for RHU.
He invokes his younger brother: “If we weren’t siblings, what would he do to get fresh? It is hard. Fashion is so expensive.”The core principle of RHU is to evoke the lifestyle of Villaseñor himself—a jet-setting guy as comfortable at the Formula 1 Grand Prix in Monaco in a white tux as he is in Brooklyn rooting on the Nets in full Rhude streetwear. And it’s for customers with $9 to $250 to spend. “Really good design is a right,” he says.
The brands and creatives Villaseñor name-checks as he pieces his RHU vision together—Nike, Prada Linea Rossa, Bape, Steve Jobs, Jay-Z—are somewhere between fashion and philosophy. You buy into a lifestyle, not just a shirt. “We always find the counterculture and the subculture—we maximize it, and it becomes mainstream,” he says. Consider RHU his latest push to make his outsider point-of-view the dominant one.The epicenter of runway news, street style, and emerging trends.
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