Rhuigi Villaseñor Bridges Football and Fashion with Rhude Spring 2027

Rhuigi Villaseñor, founder of Rhude and chief brand officer of Como 1907, presented his Spring 2027 menswear collection in Paris. He is leveraging his dual role to create a new partnership model for football clubs, treating them as cultural properties with latent fashion value. Through Rhu, his sports-facing brand, and a collaboration with BasicNet's Lorenzo Boglione, he aims to provide better margins and visibility for clubs below the superclub tier. Seventeen European clubs, including Tottenham Hotspur, have signed up. The collection itself integrated Rhude's Marlboro-esque chevron signature across suede slipper sneakers, bronze MA-1 jackets, rugby jerseys, and linen jumpsuits. Villaseñor emphasized archiving his own work, noting that kids are into archive fashion.