Rhys is just the cutest little loser this side of Pandora! He is a character from the Borderlands game series, specifically Tales from the Borderlands (by Telltale). If you’ve never played the games before I suggest them, especially if you’re  a fan of loot and shoot games, as Borderlands is the the game series that pushed looter shooters into the mainstream. 

Rhys is a cog in the large company behind the villian in Borderlands 2, he emulates that villian as the coolest dude, the whole company is like a dudebros paradise, but so many of the workers there just grew up in the shadow of the company and became that way. They are a stark difference to the inhabitants of the planet you find yourself on as a vault hunter. Overall the tales series is a bridge between  Borderlands 2 and the soon to come Borderlands 3. I am just so excited to see him included in the story, despite his continued terrible fashion sense.