The Cure of Rebellion – A Neo Archive Collection

Iconic sportswear brand PUMA debuts first-ever collection with R H U D E

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Puma, Rhude, Collaboration, Sneaker, Neo Archive, Collection, Fashion, South Africa

Iconic sportswear brand PUMA debuts its first-ever collaboration with R H U D E, founded in 2015 by LA-based designer Rhuigi Villaseñor.  Bringing a dualistic approach to menswear, R H U D E employs minimalist aesthetics while simultaneously re-contextualizing the streetwear genre. For his first collaboration with PUMA, Villaseñor embraced the brand DNA of PUMA, while infusing classic suiting techniques, unexpected patterns and pops of colour into unisex separates and footwear with the PUMA logo celebrated through R H U D E’s unique take on iconography.

Puma, Rhude, Collaboration, Sneaker, Neo Archive, Collection, Fashion, South Africa

R H U D E founder Villaseñor explains: “Having immigrated to the United States before going to high-school, I learned about the power of brand recognition in a different way than most American designers. The power of a logo can hold such weight and serve armor in its own way, the idea that I have the access to re-imagine that concept with my own brand in partnership with PUMA is a dream come true in its own right.” PUMA Global Senior Head of Partnerships, Yassine Saidi adds: “Rhuigi is the most exciting designer right now, setting a new narrative in the fashion and street space. For us as brand, we are extremely excited to introduce this partnership and to continue to grow our relationship with Rhuigi and his R H U D E brand. For our first collaboration with R H U D E we transformed the iconic sport-inspired silhouettes from PUMA with R H U D E’s recognized streetwear sensibility and minimalistic approach in order to create disruptive new models.”

Puma, Rhude, Collaboration, Sneaker, Neo Archive, Collection, Fashion, South Africa

The 90s’ sport-inspired PUMA CELL Alien R H U D E features a dark mesh base and synthetic leather overlays on the upper with a chunky sole in light beige, silver reflective hints on the eye stay, toe box and heelpiece plus the visible CELL technology in splashy green menthol for an eye-catching twist. The retro inspired PUMA Palace Guard R H U D E mixes soft, two-tone hues in suede, leather and nylon on the upper with disruptive, randomly placed stitching and a perforated form strip for an unfinished look. The vintage basketball mid-silhouette of the PUMA Basket ’68 OG Mid R H U D E with overlays in light suede, dark details on the upper and a clean rubber midsole in pebble is complemented with a metallic finish form strip. The PUMA ALTERATION R H U D E features a neoprene upper with suede overlays, dark detail onto the tongue and heel with an eye-catching menthol green coloured supplement plus a bold two-tone vintage-looking midsole.

The PUMA X RHUDE collection creates a minimalistic look with a bold message and interprets the rebellious mindset in a stylish, unconventional way.

Puma, Rhude, Collaboration, Sneaker, Neo Archive, Collection, Fashion, South Africa

The collection ranges from selected footwear over corresponding apparel like coats, track tops, hoodies and tees to track pants.

The PUMA X RHUDE collection drops at PUMA Select stores, Archive, X-Trend Store, Hipkicks, Superbalist and selected retailers from 9 August 2019.

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