New Role to Drive Growth Across Fashion, Lifestyle, and Consumer Goods for Lake Como Club
Rhuigi Villaseñor, founder of the luxury streetwear brand RHUDE, has stepped into a transformative role as Chief Brand Officer for Como 1907 Football Club. Known for merging streetwear with high fashion, Villaseñor brings his distinct vision to the club, guiding its expansion beyond sports into fashion, lifestyle, and consumer goods—a shift that aligns with the club’s deep-rooted legacy on Lake Como’s scenic shore.
Founded in 1907, Como 1907 has been a staple of Italian football, symbolizing passion, community, and local pride. The club faced financial struggles in 2017, leading to relegation to Serie D, but a revitalization came in 2019 with its acquisition by Indonesia’s Djarum Group, paving the way for a successful comeback to Serie A in 2024. Now, the club is setting its sights on expanding its brand identity, with Villaseñor at the helm of this initiative.
“I’ve always been drawn to places that have a rich sense of history and style, and Lake Como is exactly that,” Villaseñor remarked. “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.”
In his role, Villaseñor will oversee the creative direction and branding of Como 1907’s fashion and consumer lines, working to unify the club’s identity across multiple industries. This direction debuted at RHUDE’s Spring 2025 show at Villa d’Este, where pieces like Lago di Como rugby tops and ballcaps previewed what’s to come. “This is more than just slapping a logo on a jersey. We’re building a lifestyle, something bigger,” he added.
Mirwan Suwarso, President of Como 1907, highlighted Villaseñor’s potential impact: “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.”
With a storied history and one of the world’s most scenic stadiums, Como 1907 embodies the elegance and vibrancy of Lake Como, aiming to become more than just a football club. Under Villaseñor’s guidance, Como 1907 will release exclusive collaborations and products, blending the sport’s heritage with contemporary fashion and culture.