Posted on 1 Aug By Visionarism
PUMA debuts its first-ever collaboration with R H U D E. Founded in 2015 by LA-based designer Rhuigi Villaseñor, R H U D E employs minimalist aesthetics while simultaneously re-contextualizing the streetwear genre. For his first co-creation with PUMA, Villaseñor embraced the brand DNA of PUMA, while infusing classic suiting techniques, unexpected patterns and pops of colour into unisex separates and footwear with the PUMA logo celebrated through R H U D E’s unique take on iconography.
R H U D E founder Villaseñor explains: “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 Global Senior Head of Partnerships, Yassine Saidi adds: “Rhuigi is the most exciting designer right now, setting a new narrative in the fashion and street space. For us as brand, we are extremely excited to introduce this partnership and to continue to grow our relationship with Rhuigi and his R H U D E brand. For our first collaboration with R H U D E we transformed the iconic sport-inspired silhouettes from PUMA with R H U D E’s recognized streetwear sensibility and minimalistic approach in order to create disruptive new models.”
We got inspired by R H U D E’s spirit, and created an editorial that stays true to Visionarism’s identity, featuring some of our favourite pieces of the collection. Scroll down to discover the collection through our eyes…
All images by @Visionarism.
Creative direction: @Visionarism
Photography: Thierry Tek (@t.mcfly)
Styling: Ste Wing (@ste_wing)
Models: Nic Wong (@hkg.ldn) / Jaay Wood (@jaaywood)
BTS: Ray Brown (@notblackbutbrown)