**Trailer:**
Rhuigi Villaseñor, the visionary behind Rhude, is on a journey of reinvention. From his roots in Manila to his current role as the chief brand officer at Como 1907, Villaseñor is navigating the highs and lows of fashion entrepreneurship. In Milan, he unveiled his latest collection, *Rude Boy*, a homage to the California spirit, skate culture, and the independent ethos that first inspired him. The collection reflects a return to Rhude’s core identity, featuring denim, sweats, biker-inspired pieces, and bold outerwear like varsity jackets and olive bombers. As Rhude transitions to a more efficient, decentralized model, Villaseñor is redefining luxury with a focus on authenticity and accessibility. “We’re re-emphasizing our identity,” he says, “and when we’re ready, we’ll fly.”

**Paraphrased Digest:**
Rhuigi Villaseñor, the creative force behind Rhude, is embracing a period of transformation and rediscovery. Born in Manila and now based in Los Angeles, Villaseñor is balancing his role as chief brand officer at Como 1907, a rising soccer club and luxury brand, with the evolution of his own label, Rhude. The brand is shifting from wholesale to a direct-to-consumer model, aiming for a more streamlined and efficient structure.

In Milan, Villaseñor presented his latest collection, *Rude Boy*, which revisits the brand’s origins, drawing inspiration from California’s skate culture, prep style, and independent spirit. The collection highlights Rhude’s signature elements, including denim, sweats, and biker-inspired designs, alongside standout outerwear like varsity jackets, aviator coats, and olive bombers. The introduction of down jackets at more accessible price points signals a new direction for the brand.

Villaseñor describes this phase as a time to refocus on Rhude’s core identity while preparing for future growth. “We’re re-emphasizing the key points of our identity,” he says, “and when we’re ready, we’ll fly.” This collection marks a pivotal moment for Rhude, blending nostalgia with innovation as the brand charts its next chapter.