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Los Angeles-based designer Rhuigi Villasenor exhibited his spring/summer 2016 collection titled “Sugarland” at The Common last Sunday. The newest Rhude collection is based around the accompanying short film “Sugarland” which focuses on an American story about a youth from the small town of Sugar Land, Texas. In looking to ‘escape’ the confined area of Sugar Land, he joins the army and suffers from this decision thereafter. The film, made in conjunction with Milk Studios and director Van Alpert, features actual U.S. military footage. The Common was treated to an early viewing of the film, alongside the new collection. Designed with a self-anarchist concept in response to the growing popularity of anti-establishment philosophies, Rhadicals features a variety of pieces ranging from camouflage tees, black graphic tees, and white silk tees, to distressed jeans, purple jackets, leather jackets, and silk button-ups, to the iconic black denim ‘Smokers Die Younger’ jacket.


A selection of pieces from the collection are available in-store now, including SUGARLAND graphic tees in white and black.


Stay tuned for the official release of the short film SUGARLAND.



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