Inside Cesc Fabregas’ A-list club offering spectacular views, £2,600 bomber jackets, celebrity fans & luxury lake trips

COMO 1907 are making their debut in the Champions League this season as football’s most stylish club. The Italian team, who have a headstart over their rivals with their beautiful geographical location alone, play RB Leipzig on Thursday evening after an incredible renaissance last season. Como’s geographical position is helping them become football’s most fashionable club Credit: Getty Images Fashion is playing its part in the club’s commercial success Credit: Instagram But, it’s off the pitch where Como have truly excelled. Rather than behaving like a traditional football club, they have focused on becoming a global lifestyle brand to boost their coffers. In 2024, they hired chief brand officer Rhuigi Villaseñor to revamp their image and create a masterplan to make them more bankable. Sign up for the Football newsletter Thank you! His background includes founding LA clothing label Rhude, as worn by sports stars including LeBron James, Lamine Yamal, Paul Pogba and rappers such as Kendrick Lamar and A$AP Rocky. Since his appointment, Como have joined forces with Brioni for formalwear, Rhude on casual and streetwear, Hublot on luxury timepieces and Adidas on its kits, including a sailing collection called Lago di Como. They also offer luxury lake trips, as well as their own private members’ club called Club on the Lake. However, only seven years ago the landscape was very different. All change Today, Como, coached by Arsenal and Chelsea legend Cesc Fabregas, are Italian football’s biggest success story. Before their redemption, they endured multiple bankruptcies and a 21-year exile from Serie A. Most read in Sport That all changed 2019, when they were acquired by Indonesian cigarette business the Djarum Group, through their London operation Sent Entertainment. Mirwan Suwarso, left, and Rhuigi Villaseñor, right, are helping grow the club Credit: Getty Images for Como 1907 Fashion and travel and tourism is aiding the club’s finances Credit: Getty Images Their thinking was simple. How could they use their location to their advantage by transcending football and using fashion, entertainment and hospitality and tourism to create a steady revenue stream? “We are investing in the foundation of the club but not only for survival in Serie A,” Como 1907’s president Mirwan Suwarso told the FT back in April. “Our priority is to identify where we can create commercially sustainable businesses that are not affected by on-field performance.” ‘World’s most beautiful stadium’ Unfortunately, despite it’s obvious beauty and positioning on the banks of Lake Como, their Stadio Giuseppe Sinigaglia generates very little cash. Due to Uefa requirements, its 12,000 capacity has been whittled down to just 11,000 seats for their Champions League matches. In an incredible gesture, Como’s club chiefs offered their seats to the club’s oldest supporters to witness their first ever match in Europe’s premier club competition. However, its size shouldn’t detract from its beauty. Built in 1927, it’s picture-perfect. A-listers such as Hugh Grant, Michael Fassbender, and Keira Knightley have attended games there. Beforehand, they have been entertained at the charming 18th century Villa Carminati Resta, in lieu of Como’s stadium having a traditional hospitality suite. Como’s Stadio Giuseppe Sinigaglia has a capacity of 12,000 Credit: Getty Images A-listers such as Hugh Grant have watched games at Como Credit: Getty Images for Como 1907 Michael Fassbender and Chris Pine watch on from the stands Credit: Getty Images for Como 1907 A refurbishment and expansion of the Stadio Giuseppe Sinigaglia is planned for 2028. But the club knows they can’t compete with the likes of Real Madrid and Bayern Munich and their 83,186 and 75,024 capacities respectively. So, that’s where they have to be clever. Merchandising Inspired by fashion leaning towards famous destinations, think T-shirts emblazoned with Aspen or St. Moritz across them, Como believe they can sell the club in a similar way. That means thinking bigger than selling club shirts. Instead, they treat Lake Como as an intellectual property of Como 1907. Various capsule collections have been created featuring retro collections, 1950s-style polo shirts and sweatshirts, as well as the Semm Cumasch (“We are Como” in local dialect) collection. The club’s creative director Villaseñor also launched in-house fashion label, Curva this summer in the centre of Como. The clothing line blends club identity and football culture, and features collections for AC Milan in their stunning shop. They also sell distressed leather Rhude bomber jackets for around £2,600 and knitted polos at around £260. Chief brand officer Rhuigi Villaseñor is making Como fashionable Credit: Getty Images for Como 1907 Villaseñor founded streetwear fashion label Rhude Credit: Instagram Fashion creative Villaseñor’s boutique in Como sells football-inspired wear Credit: Instagram Football meets fashion with Como’s retro wear Credit: instagram While Villaseñor’s latest label, Rhude 4 Fans, designs streetwear collaborations with clubs including Premier League sides Everton and Tottenham and MLS giants Los Angeles FC. Como aren’t just dressing their own supporters, they’re dressing rival fans too. And there’s more… Of course, selling merch is reliant upon football fashionistas putting their hand in their pocket for an expensive garment. However, the real money is made from the truly wealthy. And that, again, is where Lake Como is the focus – specifically travel and tourism. Cleverly, the club lays on experiences for rich tourists that includes lavish boat trips. The 007 on Lake Como Riva Boat and Fine Dining Escape trip features a private Riva wooden speedboat cruise, villa views and lakeside fine dining for around £1,500. While, the £840 Romance Lake and Sky experience offers couples a chance to enjoy a private boat or sea plane and a special moment together. Completing their luxurious offerings is the Club on the Lake, a private members bar at the Villa Carminati Resta. Guests pay a £430 joining fee, then a yearly subscription starting at around £4,000. But you have to be recommended by a member to get in. Villa Carminati Resta is home to Como’s private members’ club Credit: Instagram The Club on the Lake boasts a first class eating experience in plush surroundings Credit: Instagram The private members’ club is decorated with Rhude sofas and cushions Credit: Instagram Como also provide luxury boat trips for fans willing to pay a pretty penny Credit: Alamy Stock Photo Inside, there’s a stunning restaurant that serves the ultimate in Lombardy cuisine, with the head chef working closely with local farmers and fishermen for their produce. Of couse, there’s a bar, as well as a boutique that sells, you guessed it, Como and Rhude designs. Como 1907 have gone beyond football. They have landed as a brand. Comment now