PUMA Drops the Velvet Rope Collection

The PUMA Velvet Rope collection began with the idea of the Velvet Rope, that dividing line between the queue and the party. You can choose to wait. Or you can choose to stand out and own the moment with a confidence that radiates and commands.

Velvet Rope is a tech-infused collection with Sportstyle and Training pieces that carry a commanding confidence in any setting. Inspiration was taken from the world in which the Velvet Rope lives. Color palettes blend autumn hues with metallic: olive and copper, navy and silver. Silhouettes stun, flatter, and support. Materials perform at any time of the day or night, from strong Lycra to soft velvet.

This collection is heavily interwoven with the ‘DO YOU’campaign, which has continued to grow traction.

The A/W 2017 Velvet Rope Collection is available at PUMA stores and selected retailers nationwide.

First Look: PUMA “Swan Pack” – A Women’s Collection That Embraces Freedom of Self-Expression

PUMA continues their commitment to inspire women everywhere to stay true to themselves with this season’s follow up to the brand’s ‘DO YOU’ campaign featuring the dancers of the New York City Ballet in the new PUMA Swan Pack Collection. The freedom of self-expression and the strength and grace of the ballet are the inspiration for the Swan Pack Collection. This collection brings together the fiercest Sportstyle and Training styles from PUMA with swan-inspired details: a black-and-white colour palette, iridescent materials, and feather prints. 

This season, PUMA equips such inspiring women with fashion-forward Performance and Sportstyle products inspired by the epic story.

On the Performance side, runway meets the stage in a dramatic fashion with the Explosive Bodysuit, a key piece that will make heads turn. It mixes performance and style with a form-fitting silhouette that features a cross back for that sleek look. It also features moisture-wicking materials plus an internal shelf bra and mesh along the neckline for ventilation. The bodysuit offers the right amount of support and breathability for every exercise routine.

Within the Swan Pack, PUMA introduces the latest Fierce: the PUMA Fierce Strap Swan. Its design adds some attitude to the collection, mixing training-ready technology with street-ready style. The sleek and next-level training shoe has a lightweight lace-less design, a demi-upper bootie construction with technical overlays, a supportive midsole, and flex grooved outsole allowing for fast and dynamic multi-directional movements. Available in black and white, the Fierce Strap Swan features a swan-inspired graphic with iridescent and reflective details.

As PUMA’s most dynamic women’s training shoe, the Pulse IGNITE XT is designed to adapt to the boldness and flexibility of any workout. This lightweight training shoe combines a full-length flex groove for dynamic movement with energy-returning IGNITE foam in the heel. Medial and lateral support bands create an ideal fit. This Swan Pack iteration offers an elegant graphic execution and is available in black and white.

Lifestyle options come in sport-inspired pieces infused with fashion. The Swan Cape is a soft, dramatic all-black cape with swan-inspired feathers. Giving a dose of flair is the PUMA Basket Heart – a chic update of the court classic. It serves up elegance and drama with its high gloss finish and statement thick laces to create the perfect bow.

The B.O.G. Sock Swan features a suede structure with leather overlays and a neoprene inner sock liner that creates comfort all the way up to the ankle – the all over black design complimented by iridescent detailing in addition to a feather graphic print on the upper under black mesh makes the this a perfect match for the collection.

The Spring-Summer ’17 Swan Pack collection drops in PUMA Stores and selected retailers nationwide from 15 February 2017. 

Today’s Tastemakers Which Include Kylie Jenner, YesJulz, Rae Sremmurd and Young Thug Don the PUMA Suede

Kylie Jenner rocking the PUMA Suede

Since it’s debut in 1968, the PUMA Suede has become a benchmark for footwear design, and enjoyed an amazing run as a cultural artifact from one of the most progressive and historically significant eras of the twentieth century.  Made famous by athletic greats -  60’s trackstar Tommie Smith and 70’s basketball legend Walt "Clyde" Frazier, the Suede hit new levels of fame during the '80s dawn of b-boys and hip hop beats, taking over New York City blocks.

As the times changed, the Suede went with the flow. Soon after the makeshift carton dance floors were packed away, the sneakers found its way to sticky moshpits headlined by punk acts and then on skaters pulling tricks on a half pipe. These days, you’ll see heads rocking the Suedes in their cozy sweat chinos or pin-rolled jeans and models with their off-duty looks. It’s the Suede’s timeless look and easy silhouette that appeals to sneaker enthusiasts. Some wear it for its function, the rubber outsole grips really well, and some for its style – with its plush leather upper and variations of colourways available.

YesJulz rocking the PUMA Suede

This season, PUMA puts the limelight on a young roster of tastemakers currently making waves in the music and entertainment arena. Style icon and social phenomenon Kylie Jenner, snap queen and director of vibes YesJulz, hip hop’s catchiest duo Rae Sremmurd and 100% amped up rap artist Young Thug round up this amazing list of creatives.

These kids don’t work 9-5, they’re on Snapchat 24-7 and the Suede is a staple in their sneaker rotation. Today they are keeping the sneaker culture interesting and alive with their unique sense of style and influence.

Rae Sremmurd rocking the PUMA Suede

As a cool nod to the past, PUMA tapped legendary OG street photographer Jamel Shabazz to shoot the young tastemakers in Suedes and streetwear garb around Bed-stuy in Brooklyn. Shabazz was instrumental in popularising the Suede in the 80’s with his snaps of the New York City street culture and hip hop scene. The images will be showcased in PUMA stores globally and featured on social channels.

Seeing these young breed of tastemakers rocking the Suede gives the iconic sneaker a fresh perspective. We can only be sure that the Suede will continue to transcend cultural trends and generations in the coming years.

The unisex sneakers are available for R1 299 at PUMA stores and PUMA SELECT Bree Street, Cape Town and Braamfontein, Johannesburg.