Coyotes hire global fashion designer Rhuigi Villaseñor to create apparel

The Arizona Coyotes hired brand designer Rhuigi Villaseñor to help them better connect with fans via team-themed apparel.

“We’ve set out on a mission to reimagine how sports interact with their fans, and we really wanted to push the boundaries of sports and fashion,” Alex Meruelo Jr., the team’s chief brand officer, told Complex.

Villaseñor, a 30-year-old global fashion designer, will lead this effort as the team’s creative strategist. In this role, Villaseñor will create apparel including T-shirts, hoodies, caps and other accessories. He has also designed an alternate jersey the team will wear at times during the 2022-23 season.

“To me, it’s beyond me trying to do a hockey jersey,” Villaseñor told Complex. “It’s about raising the level of interest in the sport and in the Arizona Coyotes and creating something that isn’t limiting to the sport. It’s about creating clothes that I want to wear with a pair of jeans.”

Villaseñor is the founder of Rhude. Per its website, Rhude is “a design venture born out of Los Angeles, balancing luxury techniques with streetwear elements, showcased as ready-to-wear collections.”

“He’s truly a visionary,” Meruelo Jr. said. “I didn’t know how to get to him, but I knew I had to get to him. He’s a one-of-a-kind talent, and so we’re really excited to bring him on board.”

The Coyotes will open the 2022-23 season on Oct. 13 at Pittsburgh.

They are scheduled to play their first home game, in the new Mullett Arena in Tempe, on Oct. 28.

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