After multiple bankruptcies and a 21-year absence from Italy’s uppermost football league, Serie A, Como 1907 now finds itself near the top of the ranks as the season closes. Just two years after it rejoined the league, a lucrative Champions League place lies within reach. Yet for some, the most striking part of Como’s recent turnaround lies beyond goals on the pitch. Club executives have been positioning it less as a conventional football team dependent on match-day successes and more as a global lifestyle brand that has Lake Como — and fashion — at its heart. Under the club’s chief brand officer Rhuigi Villaseñor, a seasoned fashion industry creative director and club shareholder appointed in 2024, Como works with four high-profile brands on lines for fans, including Brioni for formalwear, Rhude on casual and streetwear, Hublot on luxury timepieces and Adidas on its technical kits, including a sailing collection called Lago di Como. The team also offers luxury lake experienc...