Rhuigi Villaseñor’s Vision for Como 1907

In a town known for silk, slow mornings, and lake views that stretch into dreams, something else is starting to ripple out across Italy and beyond. Como 1907, a football club rooted in local pride, is making waves far beyond its place in the sporting hierarchy. Through a bold partnership with adidas and a growing lifestyle collection rooted in elegance and edge, the club is rewriting what it means to blend football with culture.

Playing a part in this shift is Rhuigi Villaseñor. Best known for founding luxury streetwear label RHUDE, Villaseñor has taken on a new challenge—as Chief Brand Officer of Como 1907, he’s tasked with building not just a football identity, but a full-fledged lifestyle.

“I’ve always been drawn to places that have a rich sense of history and style, and Lake Como is exactly that. 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.” —Rhuigi Villaseñor

Villaseñor’s journey to Como 1907 is marked by notable collaborations, including his tenure as creative director at Bally and his R.H.U. line with Zara. His appointment coincided with Como 1907’s return to Serie A after a 21-year absence, a milestone that aligns with the club’s ambition to evolve beyond traditional football paradigms.

Spotlight: The Crest Collection
Central to this evolution is the ‘Crest Collection,’ a lifestyle range that pays homage to the club’s heritage. The collection features apparel and accessories adorned with the historic Como crest, blending nostalgia with contemporary design. Notable items include the Crest Black Bomber Jacket and the Crest White Hoodie, both part of the adidas x Como 1907 collaboration. Designed with intention, the pieces fuse timeless European elegance with streetwear sensibility.

Drop Alert: The Standard Issue Sneaker
Como 1907 has launched its latest customised adidas footwear with the release of the Standard Issue Sneaker, a footwear piece that embodies the ethos of unity, resilience, and unwavering passion. Now available both in-store and online, this sneaker is more than an accessory—it’s a declaration of allegiance to the indomitable spirit of the Como 1907 community.

The sneaker features subtle Como insignia and a design that bridges the club’s rich heritage with a forward-looking vision. Echoing the local spirit captured in the ‘Semm Cumasch’ trainers—whose blue suede details and wave-inspired perforations spoke to the lake itself—the Standard Issue Sneaker pushes that narrative further. It’s for those who don’t just wear the badge but carry the values behind it.

The Standard Issue Sneaker “Built for those who stand together, rise together, and never back down.” is available for purchase at the adidas x Como 1907 store in Como and online, priced at €85.

“Our aim is to continue customised pieces that narrate our story and embody the spirit of our community. The adidas x Standard Issue Sneaker is a love letter to the unity and never give up attitude of the club and its fans.”
—Rhuigi Villaseñor

Como 1907 continues to lead in developing product lines deeply connected to its roots and community. Following the success of the Legends Collection, which honored football icons Luigi “Gigi” Meroni and Stefano Borgonovo, and the lake print three-stripe design symbolising the journey back to Serie A, each release has resonated profoundly with supporters, selling out rapidly.

Villaseñor’s vision extends beyond fashion. He envisions Como 1907 as a global lifestyle brand that encapsulates the elegance of Lake Como and the passion of football. His approach blurs the line between sport and design, community and commerce.

As Como 1907 embarks on this new chapter, Villaseñor’s influence is poised to leave an indelible mark, merging the worlds of high fashion and football into a cohesive and compelling narrative.

Callout Box: Where to Find the Collection
Visit shop.comofootball.com for the latest drops from the Crest Collection and exclusive adidas x Como 1907 collaborations.