GREATEST: Rhuigi Villaseñor
RHUDE founder, Rhuigi, and his sister, Rhoxy, share how the brand went from covering their parents' living room with t-shirts to now cementing itself in the fashion world.
I don’t think people realize how close my brother and I are. I’ve been with Rhuigi since the beginning and witnessed the growth of RHUDE: the good, the bad and everything in between. I remember it started at our parents’ place, t-shirts covering the whole living room floor. Now he’s doing a pop-up at Maxfield—it’s surreal. Sometimes I have to take a step back and let it sink in that that’s my brother. And that guy wearing the RHUDE shirt? My brother designed that. —RHOXY VILLASEÑOR
What inspired the bandana tee back in 2013?
RHUIGI: At the time, the brand wasn’t really formed yet, and I remember taking a trip to New York to spend time with my friends, who are now the tastemakers of culture. At that time, I felt a West Coast shift happening, just with the energy we had, and I wanted to encapsulate that energy with one t-shirt design.
Rhoxy, what was your reaction when you and Rhuigi saw Kendrick at the BET Awards, accepting his awards onstage wearing the RHUDE bandana tee?
RHOXY: It was definitely a moment. I remember we were watching it at our parents’ house. When we saw Kendrick, my brother started jumping up and down, I was screaming—to see it on Kendrick on national TV was huge!
Where does your interest in clothes stem from?
RHUIGI: My mother’s artistic sensibility and tailoring skills, to be honest.
RHOXY: At one point in high school, he would wear these “skittle” skinny pants. Literally had them in every color, and he would wear them with different American Apparel tees. He was a trendsetter; I like to think we both were. Next thing I know, I see everyone wearing these skittle jeans. I think that planted a seed. He was in fashion class in high school and taking pattern classes after school. He was determined to learn and make something happen, and he did. I admire that.
What was your favorite uniform or costume that your mom made?
RHUIGI: Oh my god, this elf costume she made for me for a play. I can still smell the wool and felt she used. I still laugh when I think about it.
How did moving from the Philippines to the U.S. at a young age pique your interest in American pop culture?
RHUIGI: I barely spoke English when we got here, just a bit to get by. Pop culture taught me how to interact with people beyond any one language. Learning more about pop culture was a way for me to keep up with, or better yet, lead the youth.
What was the first pair of sneakers that you really remember?
RHUIGI: [Air] Jordan 6s. I remember my father brought them back for me from the States.
What sneakers are you into now?
RHUIGI: Air Rhudes.
Your upcoming FW 18 RHUDE collection, ‘Paraiso,’ focuses on American consumerism and aspects of fantasy. How did ‘Paraiso’ evolve into what it is now?
RHUIGI: I just envisioned a 9-to-5, white or even blue-collar worker. What they wear from day to night versus how people in fashion dress to go from work to leisure, from a breakfast meeting to a serious dinner.
During your high school graduation speech, you mentioned you created a chemical solution that treated garments, leaving a “sun-dried” effect. Do you still implement this process?
RHUIGI: Absolutely, in almost every garment. I think it’s the DNA of our brand. More so, I want the clothes to have a romantic feel. I want you to know someone real has touched it and that there’s an element of art to it.
After graduating as valedictorian of your class, you pursued an internship with Taz Arnold at TI$A. What was that like?
RHUIGI: Man! We were more like a street team when I think of it. In retrospect, it taught me a lot about the power of branding and how a product is sold. Also my passion for vintage and knowledge of archived goods was strengthened during that period.
Pop culture taught me how to interact with people beyond any one language. Learning more about pop culture was a way for me to keep up with, or better yet, lead the youth.
RHUIGI VILLASEÑOR
How influential is Shaun Samson to you, and do you still seek mentorship from him?
RHUIGI: I owe this current chapter to him, I think. Really taught a boy that big-man business can be done and shown on a high fashion scale. Learning how to design is different from having a vision. Everything is important, even the things I didn’t think of or know beforehand.
What’s the best piece of advice you’ve received?
RHUIGI: Don’t seek people’s approval in your work. Come with your best, and the talent and passion will shine. Oh, and embrace the ones that ride for you.
How has social media affected RHUDE?
RHUIGI: I really want to say we can survive without it, but to be honest, I can’t go against the current. It’s a tool to have this community hub where my customers can communicate with each other and with me directly. It helps me understand how we can advance together and where I can share my stories and ideas for the clothes.
Where does your interest for silky pajamas stem from?
RHUIGI: Effortlessly fancy? Luxury leisure? Or this sort of nonchalant, California-ladies-man vibe.
RHOXY: I think we both know that pajama-chic look was from me!
Who are you inspired by now?
RHUIGI: My little brother. I spend a lot of time with him. I’m also curious about how the consumers are evolving, what they’re concerned with and how I can have a strong impact on the culture’s direction, both now and in the future.
You designed a home speaker and napping chair. What motivated you to pursue design outside of the realm of clothing?
RHUIGI: I always design necessities and objects I know I’m capable of designing or redesigning in a meaningful way. So I guess I only play to win, right? I never want to overextend my reach. I’m only interested in mediums I’m very knowledgeable about.
You’ve stated that all of the collections you produce have a personal connection to you and your own experiences, whether it be a past relationship, a family experience or you toying with themes of social behavior, consumerism, etc. What’s on your mind right now? What are you passionate about at the moment?
RHUIGI: Yeah, every collection is rooted in a relationship or pain I’ve personally felt. I feel like not everyone can relate to a victory, but everyone has felt real loss. As of right now, I’m intrigued by what drives the consumer to buy something. Because of the influence of the internet, I’m curious how knowledgeable we are about a product or if we only care when it’s driven by celebrities. There’s tons of great product out there, but I feel what will change now is people wanting the greatness that comes from purity and a story. Not saying I’m in the greats, but I definitely sew my heart on the RHUDE sleeves. Honestly, I’m passionate about modern luxury—but what is luxury to millennials? Maybe it’s just connection.
Rhoxy, how active are you in helping in the brainstorm process? Has Rhuigi produced anything in previous collections that you helped him conceive?
RHOXY: My brother and I are super close. He’ll tell me about an idea or design, and I’ll give my feedback and share my ideas. I think as an artist, anything can inspire him. Some outfits I’ve put together have definitely inspired his designs. Like the pajama-set looks, blouses, a silhouette I’m playing with at that moment. He won’t say it, but he knows. [Laughs] But honestly, we work well together. I created a jewelry line that he helped me with as well. When we collaborate, magic happens. We’re constantly talking about ideas. Some of those ideas will soon come to fruition.
Rhoxy, what were some of the most important conversations you’ve had with Rhuigi in regard to RHUDE?
RHOXY: I just wanted him to always stay true to himself and his vision, to stay grounded and make sure he’s not taking on too much. Rhuigi is creative and innovative—that was never my concern because I know what he is capable of. He is very talented. But I’ve seen it; people get lost in it, and I try to remind him of what’s important. Always. I’m the oldest, and I feel like it’s my responsibility to make sure my brothers are always good, to know that outside of social media and the brand, they are happy.
What has been the most challenging setback you’ve experienced with RHUDE?
RHOXY: In the beginning, it was just us two, and that got hard. He was the creative, and I was doing everything else. We just couldn’t supply the demand for RHUDE. We had friends come help, but even then it wasn’t enough. Or maybe it was, but I’m such a perfectionist that I’d just rather do it all and make sure it’s done perfectly.
How do you stay resilient?
RHUIGI: God and family. And an understanding of the nature of life’s rises and falls, but remaining afloat to see the bigger rise, I hope.
Where do you see RHUDE in ten years?
RHUIGI: Incredible distribution and maintained market, so we’re not over-saturating the vision. A few destination stores. A deeper arsenal with RHUDE DESIGNS, which is what we named the company in the hopes of having a design firm eventually and offering various other products. Footwear and women’s wear are in the pipeline; it’s just a matter of the right timing. I’m working with a major sports brand to communicate the vision on a larger scale. Then some outrageous projects to end the year. Lastly, pop-ups world tour, baby!
Rhoxy, will there be another RHU + RHO collection? Also, has a RHU + RHO + RHA(YDEN) project been discussed?
RHOXY: Oh my! TBT. The Rhu and Rho blog was so long ago! But my brother and I are partnering up for something special, and Rhayden is up next. He reminds me a lot of Rhu, actually. Rhayden is currently working on a special project that Rhuigi is helping him with. Honestly, after all is said and done, I just couldn’t be more proud.
Have you ever thought about teaching one day?
RHUIGI: If it were my future kids? Sure. But my 6th grade teacher—who’s still my mentor—coined me “the greatest fisherman.” I didn’t learn from raw teaching; I asked all the questions I wanted answers to. I went out and got it.
Photography by Kelia Anne MacCluskey and words by Rhoxy Villaseñor