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Rhude Designer Rhuigi Villaseñor Partners With Zara on New Label

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Rhude founder and designer Rhuigi Villaseñor has unveiled his new label RHU, which is powered by Zara but exists as its own separate brand.

RHU — which stands for Redesigning Human Uniforms while also nodding to his first name — is set to go live on Zara.com today with a mix of pieces ranging from graphic tees to footwear.

“When I started Rhude, a lot of it was coming from a yearning for luxury,” Villaseñor noted in an interview with Vogue. “But prices are up, inflation is up. How can the kids shop? This collection is not only about escapism—it’s really making sure they are still a part of something special. I want to offer something that could feel as if it speaks the same language as what Rhude is doing or what I’m doing next with Bally but at a price point more customers can afford.”

Check out the first batch of releases here.