Following a highly successful first showing at Paris Fashion Week, Rhugi demonstrates the growing strength of R H U D E in collaboration with PUMA.
Despite its relatively young age of four years, R H U D E has been making waves on the international stage under the careful guidance of LA-based designer Rhuigi Villaseñor. The brand has breathed new life into menswear and allowed the designer to showcase his vision for streetwear, allowing him to inject his aesthetic into the archival DNA of sportswear giant PUMA. For this initial collaboration, PUMA's expansive archive served as a strong starting point for Rhugi's re-contextualisation of the brand with a strong streetwear focus. Covering both footwear and apparel, the collection consists of suit-esque checked trousers, coats, hoodies, and funnel neck tracksuits. For footwear, the CELL Alien, Palace Guard, Basket ’68 OG Mid, and ALTERATION each get fitted with a high dose of Los Angeles DNA.
Speaking on R H U D E's first collaboration with PUMA, Rhugi commented: “Having immigrated to the United States before going to high-school, I learned about the power of brand recognition in a different way than most American designers. The power of a logo can hold such weight and serve armor in its own way, the idea that I have the access to re-imagine that concept with my own brand in partnership with PUMA is a dream come true its own right.”
PUMA X RHUDE is set to PUMA's webstore, physical stores and select retailers from August 3rd.
