Based on the West Coast, Rhuigi looks across the country to the melting pot of New York City, a cultural nucleus where music and style have been forged for decades. Uniting the past, present, and future, Rhuigi celebrates PUMA’s place in global culture with this new collection, which pays a special homage to the five boroughs.
Utilizing his keen eye for re-interpreting American classics, Rhuigi covers the Faux-Leather Down Jacket with collegiate-style appliques and patches to create a narrative red-thread around New York City – the city that never sleeps.
The accompanying PUMA Suede is decked out in premium black leather, featuring textural details reptile debossing on the heel, plus the year “1991” stamped in gold.
The collection’s campaign features real New Yorkers, who allow the world to see the beauty and individuality of New York City that only a local can experience – Liv (@tylivbonaparte) an artist who can also dribble two balls at the same time, Yang Xiao Di a Chinese juggling master that has performed with Big Apple Circus and the National Circus Project, and Jared Crawford (@choclattjared) a bucket drummer, industrial percussionist and composer.
Rhuigi Villaseñor is the founder of the clothing label RHUDE, a brand that melds American iconography with nostalgic cultural references, culminating in a unique commentary on the city of Los Angeles. Villaseñor has made a name for his reinterpreted classics that draw from Americana, music, and street style.