Being Rhude Could Get You Anywhere

LOS ANGELES — Rhuigi Villaseñor strutted into his new downtown Los Angeles office slinging what looked like an oversize leather hobo bag with “Rhude” in white letters. He can’t talk about it, but it’s a big hint at where his men’s brand Rhude, started in 2013 and best known for its traxedo (that would be the track point 2.0 with front pleating and side taping on the legs) is headed. That would be in a lot of directions, by the way: footwear, accessories, denim, eyewear, women’s ready-to-wear and women’s footwear. He’s already checked a few things off that list more recently with the launch of the first Rhude shoe, in addition to a footwear collaboration with Puma. Then there’s the more recent tie-up with Thierry Lasry on eyewear. This all follows last July’s pop-in at Maxfield, which Villaseñor viewed as a turning point for the brand. “I actually coined that as the beginning of this shift in our business,” he said. “Maxfield’s amplified our message. Doing a pop-up and executing the right way and it being a successful pop-up, our colleagues and competitors took us seriously and it became a new tone to the business. We had run under the radar for a little

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