Rhude pops up at Maxfield in LA

By

Cassidy Mantor

Published
Jul 16, 2018

LA-based label Rhude has joined forces with Maxfield for a pharmacy-themed pop-up designed as a commentary on how apparel drops have become addictive and drug-like.

The pop-up is the first for the brand. Exclusive graphic tees, sweatshirts, bomber jackets and shorts are all on offer, as well as footwear and accessories. All pieces are made in LA from Italian and Japanese fabrics.

The entry to the Maxfield pop-up is designed to feel like an arcade. Sculptures of giant pills and prescription medication bottles are merchandised along with Swarovski embellished vintage-inspired pieces.

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Explaining the thinking behind the pop-up's theme in an interview with Flaunt.com, Rhude founder Rhuigi Villaseñor stated, "Clothes are kind of like drugs and let’s just say we’re playing along that theme," going on to specify that the space would be "Showing furniture fine art but most importantly focusing on clothes."

Villaseñor hinted at the idea of future themed pop-ups in Tokyo and Canada. For now, the brand is sold at boutiques and specialty retailers including The Webster, Ssense and American Rag.

Prices at the Rhude pharmacy pop-up include $55 tube socks, $200 tees, and a $2,000 bomber jacket. The Rhude Maxfield pop-up is located at 8818 Melrose Ave, Los Angeles, CA. It is open to the public now and runs through July 22.