In 2015, Rhuigi Villaseñor started Rhude from humble beginnings. The Los Angeles-based designer started out designing custom graphic T-shirts and has since made significant headway with his rising brand, developing a distinct brand identity by fusing Western themes with streetwear sensibilities. Despite receiving no formal training in fashion design, the young designer was able to debut his Spring/Summer 2020 collection at Paris Fashion Week last year.

Rhude's design language has since matured, demonstrating a sense of restraint and sophistication for its Spring/Summer 2020 collection. Whilst maintaining its Californian-vintage aesthetic, Villaseñor took an eclectic approach by introducing premium textiles and new constructions to tell this season's story - a form of artistic expression Villaseñor uses to discuss his views on socioeconomics and his experiences as a Filipino immigrant in the U.S.A.

This season, the narrative is set in the American Frontier, taking place in the fictional town of 'SEVEN FALLS'. Focusing on subjects of human fragility, Villaseñor draws inspiration from Western influences to represent his family's journey to America as a child - in response to adversity, the frontier spirit gave people hope for a better future.

The model inhabitants of 'SEVEN FALLS' don a mixture of tailored and relaxed fits - both liberating and refined. Discernable influences from the Wild West are displayed in the form of distressed graphic motifs, gunslinger prints on Cuban collared-shirts, rodeo button shirts and Cowboy-inspired denim styles. Empowering statement pieces like leather jackets come packed with attitude, alongside a range of casual staples like cargo shorts, street-ready hoodies and Marlboro-inspired accessories featuring Rhude's distinct logo.

Explore Rhude's Spring/Summer 2020 collection set in 'SEVEN FALLS' at JUICE Causeway Bay, Taipei and online!

Photos by: Samuel Fung/CLOT, Reeve Lee/CLOT, Alan Tsang/CLOT