The focal point of the A/W 2023 collection is a dedication to founder Rhuigi Villaseñor’s upbringing in Southern California. As an immigrant who moved from the Philippines at age 11, he visualized a more extraordinary life filled with art and fashion. The set is a gas station showcasing Villaseñor’s key moments in his youth where he would hang out with friends and think about the future. The name of the collection, ”Rhude Awakening: Fuel My Fire”, is about how hangouts at the gas station in the early 2000s and the journey that led “fueled” Villaseñor’s dreams to where he is now. The set also brings a subtle light to the ongoing conversations and economic concerns of gas prices as it’s a topic the youth are focused on. 

“In a way, this collection is more of a celebration of the journey. A revisit back to those foundational years where the true essence of the brand came from” said Villaseñor in the press release. 

As the brand was founded in 2015 by Villaseñor based out of Los Angeles, collections are made up of luxury streetwear presented as ready-to-wear. The designs symbolize the fashion and culture of Los Angeles and reference the journey of adolescence in connection to style and culture then and now. 

Speaking of fueling one’s dreams, the traditional gas station setting now includes a Lamborghini Huracán STO being a pinnacle result of the American dream and what can be achieved. The collection incorporates Rhude’s second collaboration with Lamborghini as the brand’s symbol occurs in the collection. 

The collection includes classic and trending elements like all-over denim, ripped denim pants, leather ensembles, racing jackets, flannel, snapback hats, jorts, camo, and bomber jackets as a majority of these odes to the early 2000s trends that developed in major cities. An appearance of metallic adds to the modern twist and combination of the trending youths style coming full circle today.