Pusha-T, who owns Creme 321, a chain of clothing boutiques located in Norfolk, Virginia and Philadelphia, rarely sees his staff clamor for a brand the way they did for Rhude, which is designed by Rhuigi Villaseñor.

“There're a lot of brands that come out, but this was something they kept pushing for,” said Pusha. “Every time I see everything [Rhuigi] does, it's high taste level. I felt Chicago would be a perfect platform for Rhuigi and for me and let people know I'm definitely co-signing it as something that's about to be the next biggest thing.”