Future knows a thing or two about fashion, and because of that, he’s teaming up with a blossoming streetwear brand that’s ready to shake up the market. On Monday (April 12), Rhude unveiled its first-ever campaign titled “Rhude Boy” with Future as the face of the new collection.

In an exclusive interview with Complex, Rhude’s founder and creative director Rhuigi Villaseñor said Future’s involvement with the campaign was natural thanks to the Atlanta superstar being a longtime fan.

“Future and I have known each other for some time and grew together organically with him supporting and wearing the brand as well as me advancing in my career,” Villaseñor told Complex. “With the grace of the wonderful Ebonie Ward (Future’s manager) and Future, we came up with an idea to recalibrate Future’s look with my current and next collection. After that the rest is history.”

 

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The streetwear brand’s first campaign aims to uplift and celebrate their “Rhude Boy” aesthetic, which fuses streetwear elements with high fashion while emphasizing functionality and tailoring.

“There’s no better ambassador and friend of Rhude than Wizard, Future,” Villaseñor continued. “I think this is a new approach for what the brand has been focused on doing but as for anything in my career, everything has been organic. It’s what makes sense for the ethos and DNA of the brand. The campaign is approached as The Modern Gentleman, what that means to me. So this is meant to be a proposal for the new look; It’s meant to be timeless.”

 

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Being the face of Rhude’s new campaign isn’t the only thing he’s celebrating. On April 1, Future’s 2017 smash hit “Mask Off” has surpassed 1 billion streams on Spotify. “Mask Off” is Future’s first solo song to cross the billion stream mark and sits right above his collaborative effort with Drake “Life Is Good” as his most-streamed single.

‘Molly, Percocet’ … Future’s ‘Mask Off’ Hits 1B Spotify Streams

“Mask Off” is the second single off Future’s platinum-selling No. 1 album FUTURE, and the song also peaked at No. 2 on the Hot R&B/Hip-Hop Songs chart and No. 5 on the Billboard Hot 100.