PUMA has worked with a roster of esteemed collaborators over the years, and now the brand is giving fans a peek into the behind-the-scenes process of some of its storied partnerships. Dubbed Behind The Collab, the new YouTube and IGTV series has kicked off with a trailer featuring designer Rhuigi Villaseñor of RHUDE, which recently released an expansive Fall/Winter 2019 collection with the sportswear brand.
The clip follows Villaseñor as he checks off some of his everyday tasks, whether speaking to a crowd at the PUMA x RHUDE launch at KITH LA, reviewing product samples, or preparing for his first Paris Fashion Week show. Throughout the spot, the designer shares insight about his path to creating his own label and his experience working with PUMA. “At the time I wasn’t even thinking about clothes. I was thinking about an escape to create like, my own world,” he said of what “jumpstarted” RHUDE.
Villaseñor is also seen in the flick dropping off a few words of encouragement to an audience of admirers. “Don’t aspire to be the next anyone,” he stated. “You just gotta be yourself and work from within.”
PUMA’s Behind The Collab series officially kicks off this month the full episode starring Villaseñor available now.
For more from the brand, take a look at its newest basketball sneaker, the Clyde Hardwood.