Following a Fall ’21 collection and collaboration with McLaren during the digital edition of Paris Fashion Week, LA-based label RHUDE has dropped its inaugural campaign starring Future. The images feature Rhude's signature pieces including the bandana-trimmed paisley bag, houndstooth coats, shin-high dress boots, leather shorts, fleecey outerwear, and motorcross-style leather jackets.

Rhude's new face should come as no surprise — the brand's founder, Rhuigi Villaseñor, and the Atlanta rapper have a documented history of collaboration. Villaseñor even designed the merchandise for Future's 2019 record "The Wizrd" – a few pieces of which are still hanging around on Grailed.

Speaking to WWD about the new campaign, Villaseñor says, “We shot the campaign months ago [...] Future turned down being the face of massive heritage brands, but with us, it worked so organically. He’s a supporter of the brand and he and I have a personal relationship.”

At the beginning of the year, Future could be heard saying, "2021...all Rhude" while carrying the label's bag inspired by the iconic (yet deadly) branding of Marlboro tobacco – and he appears to be sticking to his word.

Check out the campaign above.

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