BEHIND THE STITCH: ALANI
June 21, 2024
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ASAP Rocky is looking sharp, ready to celebrate the launch of his third collection with Puma. His SoHo office in New York was transformed into a sleek showroom for the event, featuring glass displays filled with products and even a miniature red Ferrari, all set to the smooth sound of jazz playing in the background.
The new collection draws inspiration from racing culture and streetwear trends. One standout piece is a short-sleeve zip polo designed to resemble an oil-stained pit crew shirt covered in AWGE and Puma logos. The jeans, fitted with knee pads, mimic the protective gear race car drivers wear. Rocky also tapped into some of 2024’s biggest streetwear trends, creating a bold embellished belt with a chrome Puma logo buckle and detachable pouches, alongside jorts with the Puma logo splashed across the front. However, the true highlight of the collaboration is the footwear—Rocky introduces the Mostro 3D slip-on, available in red and black, alongside pre-distressed Inhale runners.
“People don’t want logos everywhere anymore,” Rocky explained. “I went for something more subtle and distressed. I wanted it to feel like you’ve been working under cars all day, mixing a little Margiela and Golden Goose with that worn-in vibe.”
Next month marks one year since Rocky became Puma’s creative director for their Motorsport division. Reflecting on his journey, he shares that while he’s learned a lot about the business side of design, his favorite part is bringing his ideas to life for people to enjoy.
“Ideas are like trapped thoughts in your mind,” Rocky explained. “You’ve got to let them out. Any idea you hold back is wasted. Like my man Virgil [Abloh] said, just put it out there.”
One of Rocky’s upcoming projects is a Puma kids’ apparel line. Although he’s designed some one-off pieces for his children, RZA and Riot Rose, nothing has been officially released yet. “There are timelines and deadlines, but hey, the kids need clothes,” Rocky joked.
Rocky is also working on the follow-up to his AWGE’s “American Sabotage” runway debut from Paris Fashion Week in June. This time, the show will be back in New York. “The next show is going to be wild. Right now, it’s all about conceptualizing and prepping. We’ve been grinding for months on this,” he said.
While fans have embraced his design work with Puma and AWGE, they’re also eager for new music. His long-awaited fourth album, Don’t Be Dumb, remains in limbo, despite earlier teasers for an August release. While singles like “Ruby Rosary” and “Taylor Swift” have been released, the full album’s launch date is still uncertain.
“There were some delays due to leaks and clearance issues,” Rocky shared. “But it gave me more time to fine-tune things. I’m a perfectionist, which can be my downfall. I always want to push the boundaries and make sure every detail is perfect. When the album drops, I want to make sure my fans feel it was worth the wait.”
If Rocky’s creative vision for Puma is any sign, Don’t Be Dumb promises to be just as innovative and well worth the anticipation.
