Rhuigi Villaseñor Steps in as Chief Brand Officer for Como 1907, Expanding the Club’s Influence Beyond Football

Lake Como, Italy – 31st October 2024 – Rhuigi Villaseñor, the creative director and founder of the globally recognised luxury streetwear label RHUDE, has officially been named Chief Brand Officer for Como 1907 Football Club and its growing portfolio of fashion, consumer goods, and travel businesses. Villaseñor’s task? Disrupt the traditional landscape by bringing bold innovation to the Como brand, not only in football but across fashion, lifestyle, and culture. The vision is to create a global powerhouse that transcends sports, shaping trends in fashion, hospitality, and consumer goods, and redefining how a brand rooted in a unique location like Lake Como can influence multiple industries.

Known for his unique ability to merge streetwear with high-end design, Villaseñor will bring a fresh perspective to the club, which is currently experiencing a renaissance. As Como 1907 returns to Serie A for the first time in 21 years, the club is becoming a cultural hotspot, with celebrities and tastemakers regularly attending matches at its lakefront stadium, which boasts one of the most scenic settings in world football.

“I’ve always been drawn to places that have a rich sense of history and style, and Lake Como is exactly that,” Villaseñor said. “Since my first visit here in 2016, I’ve found inspiration in its beauty, and now, I’m excited to help shape the future of Como 1907 and its wider ventures, blending fashion, football, and lifestyle in a way that feels effortless.”

As Chief Brand Officer, Rhuigi Villaseñor will lead the development of multiple fashion lines and products, leveraging the football club and the distinctive allure of the Lake Como region. His role encompasses overseeing the creative direction and brand strategy for a range of consumer goods and lifestyle ventures, helping to position Como 1907 as more than just a sports club but as a global destination for fashion, culture, and hospitality. Villaseñor’s expertise will unify the club’s identity across various sectors, shaping its evolution into a holistic lifestyle brand.

The first taste of this was unveiled with Rhude’s Spring 2025 show at Villa d’Este, where co-branded gear like Lago di Como rugby tops and ballcaps gave a preview of what’s to come. “This is more than just slapping a logo on a jersey. We’re building a lifestyle, something bigger,” he adds.

Mirwan Suwarso, President of Como 1907 and official representative of the ownership group, commented, “We’re excited to see how his leadership will shape the future and open new possibilities for Como on the global stage. Our vision is to elevate Como into a brand that inspires and influences across industries, and we are excited to work with Rhuigi to get there.”

As the club’s reach grows beyond the pitch, Villaseñor’s leadership will ensure that Como 1907’s brand expands organically, blending sport, culture, and the distinct elegance of Lake Como. Fans can expect future collaborations and exclusive drops that solidify the club’s place at the intersection of football and fashion.