With RHUDE 4 FANS, Como 1907 is testing a commercial model that repositions fan apparel as a premium lifestyle category – and intends to sell that framework to sports organizations worldwide through its Sent Retail affiliate.
Como 1907 has launched RHUDE 4 FANS (R4F), a luxury fanwear platform created with RHUDE/RHU, the Los Angeles street-luxury label. Run through Como’s retail arm Sent Retail, the project rolls out with seven partner clubs across four countries and is being pitched as a template the Como group can take to other teams beyond its own.
Seven clubs, one launch
The first wave spans Saudi Arabia’s Al-Ittihad Saudi Club and AlUla Football Club, Italy’s Como 1907 and Pisa Sporting Club, England’s Everton Football Club and Tottenham Hotspur Football Club, and the US’s Los Angeles Football Club (LAFC). Club-specific capsule collections are set to arrive through 2026, sold via premium department stores, select retailers, club shops and direct-to-consumer channels.
From matchday merch to everyday fashion
For decades, most club merchandise has lived in a separate lane from mainstream fashion, competing on loyalty and price more than design. R4F is betting that supporters will buy fan gear the way they buy streetwear: as lifestyle product. The capsules translate RHUDE/RHU’s look into club-branded pieces under the creative direction of Rhuigi Villaseñor, Founder of RHUDE/RHU and a shareholder and Chief Brand Officer at Como 1907.
Como’s retail playbook, packaged for others
Behind the drop is Sent Retail’s Multi-Club Servicing (MCS) model, which develops retail and merchandising concepts at Como first, then sells that know-how as a service to other sports organizations. R4F is the clearest example yet: it pairs club intellectual property with a globally known design partner and offers a ready-made route to product, supply chain and distribution without each club building that machinery alone.
The SGIE take.
The launch lands as clubs look for new ways to monetise their cultural pull beyond the stadium. Como’s pitch is a repeatable system other clubs can buy into and scale across categories, from sportswear and equipment to tech. Sporting goods decision makers have reason to watch this initiative closely.
A bit of background, if you’re not a football fan
Como 1907 is a historic Italian football club based on the shores of Lake Como, currently competing in Serie A after its successful return to the top flight in 2024. The club is owned by the Djarum Group, a major Indonesian conglomerate led by the Hartono brothers—Robert Budi Hartono and the late Michael Bambang Hartono—who are consistently ranked among the wealthiest individuals in the world.
Under the strategic leadership of President Mirwan Suwarso, the club operates beyond traditional sports as a broader lifestyle and tourism project. Through its Multi-Club Servicing (MCS) model, Como 1907 has integrated a luxury commercial ecosystem spanning media, hospitality, and high-end retail, such as the RHUDE 4 FANS fashion platform. This vision is supported by a high-profile football board including head coach Cesc Fàbregas and minority shareholder Thierry Henry, positioning the club as a global brand where elite football meets the cultural prestige of its iconic lakeside home.
