PUMA has joined forces with PLEASURES, the subculture-conscious brand based in Los Angeles, to reimagine the iconic PUMA Velophasis.
This innovative collaboration promises a unique blend of old and new, blending influences from the early 2000s with the striking sensibilities of contemporary street fashion.
In the dynamic world of sneaker fashion, brands often seek to push the boundaries of innovation and creativity. The recent PUMA Velophasis x PLEASURES collaboration achieves just that. Their renewed interpretation of PUMA‘s early-2000s running shoe, the Velophasis, has quickly become the talk of the town since its unveiling at the public event on June 21, 2023, during Fashion Week.
The PUMA Velophasis, with its aesthetics deeply rooted in the technological advancements and style ethos of the 2000s, initially experienced a modest release cycle. However, the collaboration with PLEASURES has pumped new life into the classic design. The Los Angeles-based brand is renowned for its punk influences and subculture sensibilities. Its contribution to the Velophasis is visibly chunky, sporting an overdyed pink aesthetic that is distinctly PLEASURES. The partnership aptly heralds this new incarnation as “A new chapter of future-forward footwear…“, despite its clear homage to the past.
The new PUMA Velophasis x PLEASURES creation is no ordinary sneaker. Each pair boasts a distinctive appearance, thanks to an over-dyeing process that results in a unique fusion of pink and purple. This process ensures that each pair of shoes is truly one-of-a-kind, embodying the unapologetic rebellious spirit of the PLEASURES brand. While the full backstory of this spring-friendly sneaker remains partially veiled, one thing is certain: PLEASURES has further solidified its place in the footwear industry through this high-profile collaboration.
Released on June 24, the PUMA Velophasis x PLEASURES is now available on PUMA.COM and at selected retailers, priced at €150.