This story is part of Image issue 5, “Reverence,” an exploration of how L.A. does beauty. See the full package“I want to reinstate the new modern American dream,” says Rhuigi Villaseñor, the 29-year-old founder and creative director of luxury lifestyle and streetwear brandIn the Rhude universe, the notion exceeds a suit.
Villaseñor explains more about the expanding world of Rhude and why the San Fernando Valley will always have his heart.The sun’s out. It’s cloudy after the rain. There’s a nice breeze. It’s almost like the morning after Thanksgiving, which is one of my favorite days of the year. The day goes slow, and I go to the diner and get some food. I drive my car. The most luxurious thing in life is to do absolutely nothing, and it’s the slowest of days that inspires me.
In this look: Rhude denim bomber, T-shirt, Rhude F1 podium hat, denim, Lanvin loafers, and a Patek Philippe watch.It’s modern-day American dream. But what is the American dream? It’s been so tarnished now. I stand for a much larger dream. I came to the U.S. undocumented, worked hard, and now I give jobs to people. I spent my first big check from Rhude to pay for an immigration lawyer. It was a slow burn, and I thought it could all fall apart.
Rhude is a testament to the fact that style is not just about clothes but also about how we live. Describe your interior-design aesthetic.
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