Translated by
Helena OSORIO
Published in
November 6, 2024
From Los Angeles to Lago di Como! Rhuigi Villaseñor’s professional trajectory could not have been better. The California designer is of Filipino origin, who runs the street clothes luxury brand Rhude, just appointed Brand Director of Como 1907, with which he already signed a partnership this summer. The historic Italian football club, which has just moved up to Serie A, the first division of the Italian championship, for the first time in 21 years, is looking to diversify and become a brand of lifestyle.
Arrived at Villaseñor – Como 1907
Owned by the Indonesian company Djarum Group, with a minority stake from Thierry Henry, the club sponsored Rhude’s spring 2025 fashion show, held last July on the grounds of Villa d’Este, a palace transformed into an exclusive luxury hotel on Lago di As. For the occasion, the designer produced zip-up sweaters and cotton t-shirts. sweateras well as caps with the “Como 1907” logo, suggesting that the partnership may not end here.
“Mission Villaseñor? Breaking with the traditional landscape, bringing bold innovations to the Como 1907 brand, not only in football, but also in fashion, lifestyle and culture”, explains the football club in a press release, which aims to develop its roots in Como, with its legendary lakeside stadium and VIP stands currently hosting many celebrities.The objective is to “conquer sports, shape trends in fashion, hospitality and consumer goods”, and transform Como 1907 into a true brand. able to “influence different sectors of activity”.
In his new role, Rhuigi Villaseñor will “oversee the development of several fashion and product lines, based on the football club and the particular appeal of the Lago di Como region. Your role is to lead the creative direction and brand strategy for a range of consumer goods and marketing projects. lifestylehelping to position Como 1907 as more than just a sports club, as
a global destination for fashion, culture and hospitality”, emphasizes the club, which takes into account the designer’s experience to unify the club’s identity across different sectors and turn it into a brand lifestyle holistic’.
“It’s not just about putting a logo on a shirt. We are building a lifestyle, something more”, sums up Rhuigi Villaseñor.
Interview Between Time.news Editor and Rhuigi Villaseñor, Brand Director of Como 1907
Editor: Welcome, Rhuigi! Thank you for joining us. It’s a pleasure to speak with you today about your journey as a designer and your new role at Como 1907.
Rhuigi Villaseñor: Thank you! I’m excited to be here and share my thoughts with you and your readers.
Editor: You’ve had quite a remarkable journey from Los Angeles to now taking on a significant role in Italy. How has your background influenced your design philosophy?
Rhuigi Villaseñor: Growing up in Los Angeles with Filipino roots has given me a unique lens on culture, style, and community. I draw heavily from streetwear influences and aim to blend them with luxury aesthetics. My background fuels my creativity and pushes me to showcase a narrative within my designs that resonates with people from various walks of life.
Editor: Speaking of blending cultures, your partnership with Como 1907 marks an interesting intersection between sports and fashion. What drew you to this historic Italian football club?
Rhuigi Villaseñor: Como 1907 has a rich history that I deeply admire. With their recent promotion to Serie A, they’re at a pivotal moment in their brand evolution. I see a massive opportunity to transform the club’s identity into a lifestyle brand while maintaining its heritage. My goal is to leverage fashion to create a bridge between the world of sports and everyday life.
Editor: It’s fascinating to consider a football club expanding into lifestyle branding. How important do you think it is for sports franchises to embrace this trend?
Rhuigi Villaseñor: Extremely important! In today’s world, fans want more than just a game; they want to feel connected to the brand. By diversifying into lifestyle areas—like fashion, apparel, and even experiences—it allows clubs to engage with their audience on a deeper level. It’s about creating a community that extends beyond just match days.
Editor: Your recent collaboration with Como 1907 included sponsoring your spring 2025 fashion show. Can you tell us more about that event and the designs you showcased?
Rhuigi Villaseñor: Absolutely! The show at Villa d’Este was a dream come true. It was about showcasing how fashion can honor sports while still being exclusive. I presented zip-up sweaters and cotton pieces inspired by the club’s colors and history. The setting was breathtaking, and I wanted the collection to reflect the elegance of Como combined with the energy of streetwear.
Editor: It sounds like a stunning event. How do you envision the future of Rhude under your leadership at Como 1907?
Rhuigi Villaseñor: I see Rhude continuing to innovate while embracing cultural elements from both the streets and the sports world. The partnership with Como 1907 is a crucial step in that direction, and I believe it’ll help elevate not just our brand but also the perception of what a football club can represent in the realm of lifestyle and fashion.
Editor: Before we wrap up, what advice would you offer to young designers aspiring to carve their paths in both fashion and sports?
Rhuigi Villaseñor: Stay true to your roots and keep pushing boundaries. Take inspiration from everywhere—your culture, your experiences, even your challenges. And don’t be afraid to collaborate across different industries; it can lead to truly innovative creations that resonate on multiple levels.
Editor: Wise words, Rhuigi. Thank you for sharing your insights and vision with us today. We’re excited to see where this journey takes you and Como 1907!
Rhuigi Villaseñor: Thank you for having me! I can’t wait to see what the future holds.