In all Y2K glory, the throwback party has not stopped as PUMA and PLEASURES births a new iteration of the running shoe, Velophasis, in shades grape wine and red mauve.
PUMA dug up their running archives and found one of their 2000s running models to bring back two decades later. The Velophasis, has a silhouette that channels the visual codes of Y2K culture today and the newest reiteration of it is dreamed up by the partnership of PUMA and PLEASURES.
Dipping their toes into PUMA’s heritage, the shoe takes on a new meaning. Seamlessly infusing PLEASURES’ understanding of music subcultural codes into PUMA’s latest retrofuturistic footwear offerings, the grape-wine shoe is one to add to your sneaker rotation.
It is not just another ‘dadcore’ sneaker into the sneaker game but one that is set to transform PUMA’s trajectory. The overdyed Velophasis is a statement of passion and creativity from pair as they permeate into the lives of the younger, fashionable generation — who, in the age of realism, are becoming an unrivaled force in communicating to a diverse range of audiences.
Aside from its eye catching maximalist silhouette, the shoes in this series is redone with a characteristic customised feel through a full purple overdyeing process applied by PLEASURES. This shoe is an intersection of music and sneakers with PUMA’s risk-taking ethos, that also fully encapsulates the DIY spirit that PLEASURES is rooted on, from the founders’ love of the punk and hardcore music scene in LA.
“We are excited to work with PLEASURES, and to share and mix each of our perspectives and points of view. We love PLEASURES’ ability to bring in varied references and touch-points. With this new collaboration, the Velophasis gets a completely fresh look and feel with this DIY-inspired overdyeing effect,” said Sarah Mayer, Head of Product Line Management, PUMA Sportstyle.
What coats the shoe’s sole is the streaky purple shade that gives off the effect of it being worn-out. It reflects that history has been lived in and shows in the small details. PUMA and PLEASURES understand the elusiveness of craving for the past, and producing something authentic and lived-in fits just that school of though. As time passes and the shoe wears and tears with additional use, it grows with the wearer on their feet, tracking in the milestones they have passed.
Unquestionably, nostalgia runs through the campaign images. These recollections are embossed into grainy film-like photos bathed with faded warm colors, resembling the unabashed youths strolling the streets with their friends – a universal experience in which each of us has our own narrative to tell. As we look at these images, it is as if PUMA and PLEASURES intend to be a part of our joyful memories.
“This is the start of a beautiful relationship. PUMA has such cool history, we can’t wait to bring the PLEASURES aesthetic into a new world,” said Alex James, Co-Founder and Director of PLEASURES.
The PUMA x PLEASURES Overdyed Velophasis is available now, from PUMA.com, PUMA 313@somerset flagship store, and Limited Edt CHAMBER. Once you’re done with this story about PUMA and PLEASURES’ collaboration, catch up with the rest of our June/July 2023 issue here.
RELATED ARTICLES
