RHUDE's Rhuigi Villaseñor on How to Turn a T-Shirt Into A 18M Dollar Brand | IDEA GENERATION, Ep.9

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0:00 - 1:11: Act I
1:11 - 2:14: Childhood + Coming to America
2:15 - 2:56: Relationship with Jay Z
2:57 - 4:57: Competing at your craft
4:58 - 6:08: Introduction to Fashion + The Vintage Hustle
6:08 - 7:04: The First Brand: Primitive
7:04 - 9:38: Discovering MySpace + Networking
9:38 - 10:57: The End Of Primitive
10:58 - 11:44: Act II
11:44 - 12:15: Being An Apprentice
12:15 - 15:27: The Bandana Tee
15:27 - 16:47: The Presale Model
16:47 - 19:44: Launching RHUDE
19:44 - 20:40: Fulfillment Issues
20:40 - 22:43: Getting Barney’s
22:43 - 24:10: Running the Business + New Partners
24:10 - 25:55: Collaborations + Trends
25:56 - 26:27: Revenue
26:28 - 30:00: The Brand and Founder Relationship
30:00 - 30:22 Credits
After growing up as a global citizen, Rhuigi Villaseñor settled in Southern California and found his twin passions: clothing and hustle. As a teen the young design prodigy used his eye to flip vintage clothes, which fattened his pockets but also deepened his knowledge. Knowing full well what he didn't know, Rhuigi relentlessly networked and apprenticed himself until he got his first break. A single t-shirt design of his, the bandana tee, rang out locally, until, in a moment of serendipity, Kendrick Lamar wore the piece on stage at the BET Awards and everything changed. RHUDE would be born shortly thereafter, and Rhuigi would go on to create a unique language at the intersection of Americana, Luxury and Streetwear that would drive the brand to the pinnacle of cool and also to commercial success. But of course not without his fair share of mistakes and missteps. Tune into this weeks episode to hear how he scaled the business and just kept bouncing back despite every adversity in his path.
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[@vicblends]

Can’t wait for the day I get to do an Idea Generation collab

[@AmadeoAbrogena]

You’ll get there bro 🤟🏼

[@igobyxoxomusicunderaxlprks9000]

You and I should link

[@abaigailtaktak1447]

32n222n2 2322222222222222

[@zehanjericho4035]

.

[@TheDoknoh]

👀👀

[@PensonDodgers]

Jay Z definitely must be an investor in the brand. He dodged the question, but the body language gave it away.

[@DONJULUJUVY718]

Man that left me like 😒 damn i waiting on some inspirational shit .

[@AhcorOffshore]

lol, I thought the same thing.

[@P.Aether]

Man I swear all my heroes I used to look up to for inspiration, I learned they actually got successful because they knew someone... Virgil, Heron Preston, Mathew Williams, even fucking Basquiat was homeless before meeting Warhol... This is so uninspiring and depressive

[@zahkilovett]

@@P.Aether facts

[@tachiebillano6244]

@@P.Aether I'm a Filipino and I used to work as a program coordinator for a graduate business school in Manila. Saw lots of classes conducted by professors snd experienced business people, for students with different goals -- young people who wanted to work in corporate, people who wanted to work in NGOs, entrepreneurs, etc. And here's what I learned observing them all. To succeed, you need to have: 1.) the eye and energy to do exactly what Rhuigi is saying here - building relationships with the right people who can teach and help you, and ultimately invest in your organization or company (if you create one and you need capital). It's like a mix of apprenticeship, hustling and sincere schmoozing. It's a point of view that you will readily learn when you live in an underdeveloped or developing nation like the Philippines or come from an immigrant family. So yeah, if you can, you ought to get to know a few famous rich and powerful people. The American dream myth teaches that you can build yourself up through your own efforts alone, but that's not realistic. 2.) The eye and energy to identify opportunities and solve problems in the middle of what looks like chaos or failure. That's how you zero in on the lesson you must learn from mistakes. Otherwise the lesson escapes your attention, as you wallow in emotions and drag yourself from day to day.

[@igobyxoxomusicunderaxlprks9000]

I love that he said "making a product and building a brand are two different things"...you have to master them both

[@erwinmanalad3632]

Filipinos are born HUSTLERS, we are everywhere, we could be that engineer in the middle east, a nurse in London, a waiter on a cruise ship, we know OPPORTUNITIES when we see them, Amazing inspiration! Keep designing Rhuigi!

[@paulewannacrackr]

That’s every asian

[@neonnights6079]

Cringe

[@erwinmanalad3632]

@@neonnights6079 I would assume you are Asian and broke

[@pushingpforprono18782]

Natiomalism only creates hate, in the end your left with hate and you end up doubting your brothers

[@saigonproducer]

Put “Filipino Hustler” on a shirt and start a revolutionary brand

[@loftzonellc.5775]

Shine Bright Always

[@alvarezgabriel4754]

Now he’s the creative director of Bally ! This man is an inspiration

[@RickMade1]

Don’t be blinded by titles

[@skiey3892]

@@RickMade1 well it is a big responsibility so he deserves it

[@kwabenaaddojunior1950]

And it was just after this

[@serpercival2018]

I’m watching this at 43 yrs old and thinking…hmmm most people would think that’s too late to get into the game - especially here in london. Then he dropped that line about things that shouldn’t work should…🖤🤯🖤

[@smileystudios7663]

Mike amiri , the founder/ ceo of AMIRI started his label at age 38 I believe… right now it’s one of the top fashion houses, never too late

[@PrinceMalachi7]

I just started my clothing brand in February. Thank you for this. It really inspired me

[@fazerxiii]

real day onez remember rhuigi doing the paisley shirts back in 2012 glad you never lost hope one day that will be me with my music

[@igobyxoxomusicunderaxlprks9000]

To go from a topline of $1,000,000 the year (2017) , Up from $50,000-$150,000 the previous four years (2016, 2015, 2014, 2013) Then gross $18,000,000 a year, three years later (2020) is absolutely insane! lets just put that out there...I can't believe he actually stated the numbers publicly if they're real...should keep that private for sure...his brand is absolutely great...quality is unmatched and worth the money...the fit feels custom and super thick luxury feel...like molded to your body

[@bigben1986]

18 mil for us poor folks is a life time. that same money for rich folks is ehhhhhhhhhhhhhhhhh

[@choosewisely6705]

High Level Conversations. Amazing. Thank you.

[@mayur_jadhav3]

Such an inspiring personality. I didn't know who he was or the brand. But there's a lot that I learnt today. Thank you.

[@jandimitrischupbach9960]

LOVED EVERY MINUTE OF THIS VIDEO... SO POWERFUL!

[@Vmeen08]

It's great to see how someone who looks like me can make it. I always lowkey following his moves, taking notes and make it my own hoping one day i could make it too. Gems on Gems right here.

[@igobyxoxomusicunderaxlprks9000]

I like that this man makes hats for people with small heads....A FRAME hats look the best!

[@GeraldineMaeCueva]

I am sooooo happy to Rhuugi on Idea Generation! I rarely comment on KZbin but the guests on ID have literally left me with no choice lol! This one is really gonna circulate in the Filipino communities out there. Love this so much!!!!! 🥺😩

[@TheDoknoh]

🙏🏻💡💡💡🙏🏻

[@dacomeback-id5042]

Yo Rhuigi, you just inspired me, to never Give up And doubt myself. God bless you!

[@willdrew9524]

I’m no longer scared, I’m working towards my brand next year! I have too many ideas! I’m missing out on millions..

[@IDEAGENERATIONOFFICIAL]

WE'RE ROOTING FOR YOU!

[@willdrew9524]

@@IDEAGENERATIONOFFICIAL thank u ❤️❤️

[@thereview8607]

make it happen brother

[@vicshih8340]

love rhude, one of my fav brands. Loved this video!

[@LaynoProd]

wow there are so many GEMS in this video thanks Rhuigi and Idea Generation for inspiring me to level up in my music and creative career as a young Filipino-American, hope to work with yall one day!

[@Andyofsixpaths]

ill be there soon , ill work with my idols , i dont have a doubt , let your limitless mind run

[@madlokovumngadi5159]

I've always been a fan of Rhuigi. I started following him on instagram earlier on when he was starting out. I remember thinking, there is something special in him and his brand. One thing for sure his brand has always been about the street culture, wear and lifestyle and I like that. Energy is something very powerful, I could feel that he has something special and the world would soon know about him. Congratulations on your success Rhuigi!!!

[@itsacceee]

first time i saw this as a youtube ad and i watched the whole thing bcoz im tired of youtube ads. good to know that youtube ads don’t have ads/breaks in between haha

[@elonnelson5024]

This was amazing I was able to see so many similarities in the building process. I never heard of Rhuigi Villasenor before but I'm hella inspired to meet, connect and work 🌌📈 #inspiration

[@IDEAGENERATIONOFFICIAL]

So excited to hear! What were the biggest tropes that resonated with you for your building process?

[@laeniz]

Thats so beautiful brings me to tears...taken too early.

[@shawndewangso9537]

INSPIRING! Currently building my brand in NYC

[@muvn_diff_brisgod4007]

Wow this was amazing interview … definitely inspired I’m dropping 2022 spring my name is gonna to change the game alone and the energy I put out and in my brand you guys gonna love it and I will be doing a collab with rhude and RIH and off white collab as well thanks to all the goats

[@PAXONshop]

Truly an inspiration!

[@Art_Travel_and_Hobbys]

Great interview and interviewer...👊🏿👍🏿 Asked good questions

[@jaymontes5366]

Fashion Icon 🤲🏽✨ 11:11

[@MeatSauceLova]

Filipinos got that DIY mentality. We may not be born in the greatest "economies" but we do shape our realities pretty damn well. Thanks for the interview IG.

[@urbexdrw8400]

I’ve been creating a lot for clients during the last couple of years but eventually my goal was to build my own brand from the start, this year I’m finally gonna keep working on it and see what happens, ready to invest in myself and grow, the process is so hard but I’m loving the struggle. Thanks for inspiring me with this interview, I really enjoyed it. Mad Props to Rhuigi for making his dream come true!

[@edengcooke]

Fantastic video! Very insightful

[@JoseRamos-fh6ds]

This changed me. Thank you

[@tristianvillegas4223]

Making Filipinos proud. Thanks Rhuigi for being such a role model and idol

[@rustyd3817]

Comment gave me chills.

[@sereroserera367]

Why does he look Black? Is he mixed? Are there people of African descent in the Philipines ? Please forgive my ignorance 🙏

[@144Souldier]

@@sereroserera367 duh it's black people everywhere.

[@yralim7482]

​@@sereroserera367 because philippines has mix cultures of spanish & mexicans too

[@inigo9000]

@@sereroserera367 huh? Hé looks absolutely 0% black

[@bleeperspective]

Wow this was a great interview I loved it very inspirational.

[@DemEchoes2]

great interview, as always

[@phthegreat8181]

What a brilliant journey from where it started, to where it’s at now, wow. an amazing story.

[@TAZManiaShow]

Another one! So inspirational thank you!

[@achieveyourdreamstrader9911]

Such a inspiration

[@jpdaye]

Another gem, ty 👏

[@alphasixtynine5880]

Pinoys everwhere. Global Domination.

[@itsjamesrush]

Love these videos, super inspiring, I had the note pad out for this one.

[@mwgbc]

Chapot Mr. VILLASENOR - simple, true and honest. Felicitas. Best of ... made me think of a little idea... see you soon 😎

[@patrickcasella]

This was so beneficial to listen to while growing my own brand. Thank you for this!!

[@Itsjusdion]

absolutely...... some real gems!

[@Ivangorgonio33]

How’s it coming along?

[@JaytheFreeOne]

So inspirational I’m currently building my LINE/BRAND 2022 and Beyond

[@s3076989]

Love Rhude!

[@TikyeWilliams]

Best piece of advice is to live your brand

[@romansmith7885]

Dope Interview

[@_ryanpellegrini]

great interview

[@joselindoamaral5286]

Great content!

[@32afsdf]

Watching this July 2022. He’s creative director of Bally. Rhuigi is a true inspiration. I want the same 🔥🔥

[@aliyahmg]

I love him so so much

[@southsideguen6607]

Great interview 👍🏻

[@myke1228]

Rhude 🔥🏆

[@bruvbraveheart9975]

I heard Rhuigi mention Curtains in this interview,, rapper Curtains? If so, dude flows was before his time. Well for that era. Shoutout to Rhude too. I hope ya wave keeps growing!

[@IDEAGENERATIONOFFICIAL]

Yeah, he’s talking about the former rapper Curtains. Absolutely, dude stays ahead of the curve.

[@efit4255]

In reality it’s who you know and how many famous people you can get to wear it

[@justusgreen8498]

Don’t get much simpler

[@YoungDen]

He next up, the fact he was vibing to Reasonable Doubt I am impressed.

[@kingstonstreet3726]

I’m happy you created your own channel doing the same thing you did while at complex I remember you doing an interview with the Shaderoom founder and a few more businesses.

[@thereview8607]

dope sheet…. love this channel… I was super creative as a kid then something happened and it slipped away… this inspired me to refocus… I find I’am most happy when creating… I beat to my own drum and will start beating again…to all who have ideas.. please share with the world… we need them…

[@IDEAGENERATIONOFFICIAL]

you got this! thanks for watching

[@oscarsosa5532]

Amazing, wish i can have a one on one with rhuigi. I’m a upcoming designer with a goal like his

[@JustineTalania]

this was really inspiring as a filipino!

[@44wayne]

Inspiration

[@drymarkerart6573]

Amazing

[@KaTheMagician]

Man didn't know he was a draftsman/fine artist ontop of being a streetwear guy I've heard his story before but this was a great refresher amazing triumph inspiring!

[@SymphonyFari]

so inspiring

[@mickeymouse7529]

Classic story of from nothing to being on top. No secret here but hard work!

[@sun_oc]

I wouldn’t be surprised if Rhuigi would be asked to become the next creative director at LV. Thanks for this excellent video.

[@justinbodden2682]

u buggin rn

[@churamontgomery6063]

Wow that is amazing. Congrats.

[@rustyd3817]

F in Filipino is Fresh. Proud Pinoy 🇵🇭

[@theneighborhoodnetwork]

i look forward to the day when i can work alongside Noah Callahan-Bever 🤞🏾

[@alexfernandez7067]

Mad respect Ruigi 💯. Coming from a family of immigrants as well I respect the hustle. Feeling motivated af.

[@ascensionstudio3900]

Subscribe for many reasons! I am learning from all sorts of established and growing brands📶

[@bricksbamboos2552]

Great video, Major Inspiration!!! By the way, also loved the entire Blueprint series with Complex....We live in an amazing time - knowledge is power and it's all accessible with a click of a mouse/swipe of the finger!!!

[@IDEAGENERATIONOFFICIAL]

Thanks, kindly!

[@Felix-ix3qe]

What a smooth guy

[@TheTonyAndreas]

So the Primitive shop on Ventura wasn't his?! Man! I used to shop there! LOVE RHUDE!!! All his designs are fire!!!

[@_dazeoff_]

YES... YESSSSS. secretly on the way to creative director at BALLY

[@freshmediaconcept]

Dope series, remember the host from complex , complex blueprint hasn’t been the same

[@darenchambers9379]

Yes, a lifestyle

[@peciographyproductions4313]

Do one with Heron Preston!!

[@veldt7038]

rhuigi for hermes

[@crystalcyn13]

Don't have attachment in anything, if the ship sinks then change a ship. So cooooooool I must say, and so courageous

[@sheislaki]

🔥🔥🔥❤️

[@user-xr1zp2yb4w]

Can’t wait till my interview in the future

[@darenchambers9379]

Listen !

[@kekmusicofficial]

Motivational

[@codyg2600]

He’s a damn good businessman

[@DROWZYCHANNEL]

My boy 😎

[@jholid6y]

Love his story, he’s one smart guy.

[@vonvaldez8440]

what a fucking interview! truly inspirational

[@richmondrivera7235]

PH Pride

[@AlexSkyZ8]

The bomber tho 🔥🔥

[@justafanofcoolsht]

#ITSALIFESTYLE ✨

[@engine9435]

Someone who ain’t from LA, imitated the culture and got rich from it. Amazing.

[@paulewannacrackr]

Everything is an imitation of something else. Amazing.

[@engine9435]

@@paulewannacrackr Actually it’s not “philosopher” and anyone can see that. Fuc boys copy everything they see. Period. Beat it.

[@showpentheartist]

Him speaking on attachment reminds me of Nigo

[@tsholofeloradebe6379]

Pleased and impressed with yhis channel. I'd love a collab with my startup soon.

[@u.sbanban]

"boom. hit another lick with the same bandana tee" 😂 when a plan goes right, best thing ever

[@kevizzlecwalk]

Rhuigi is so inspirational ever since the bandana tee. I wish he asked why does rhuigi uses the pill as a staple for his zippers and necklace.

[@boatmantone88]

Yo shit is da same level as those brands to sum ppl... never sell yo brand an work for another 💯 💪🏾💪🏾💪🏾

[@lilbrusselsprout8261]

The LL bean jacket story is why I refuse to pay retail for Rhude lmao

[@kajell1234]

😆