PUMA OPENED THEIR ARCHIVES AT THEIR POP UP IN PARIS

In a bold move during Paris Fashion Week, PUMA unveiled an immersive brand space that delved deep into its rich archives, offering attendees a unique glimpse into the brand’s storied history. The four-day event, held at the PUMA Mostro House on Rue Froissart, was a testament to PUMA’s enduring influence in both sportswear and fashion. The showcase featured exclusive product previews, collector-led exhibitions, and customization workshops, all designed to celebrate and highlight PUMA’s iconic designs over the decades. 

A significant highlight of the event was the collaboration with footwear archivists Hart Copy and collectors Inside Tag, who curated a special exhibition bringing PUMA’s archive to Paris. This showcase featured hand-picked models leading up to the Mostro era, including obscure and lesser-known designs that illuminated decades of PUMA’s rich design history. Attendees were treated to a visual journey through time, witnessing the evolution of PUMA’s design ethos and its impact on sneaker culture. 

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The event also featured a variety of interactive experiences. Studio Hagel led a customization workshop, allowing participants to engage directly with PUMA’s design process. Cold Archive curated an experiential exhibition inspired by tattoo art, rave rhythms, and youth culture, while Uniform Display transformed the space into a backstage fashion show environment, providing insights into the creative processes behind styling and casting during fashion week. 

Richard Teyssier, PUMA’s Brand and Marketing Vice President, emphasized the brand’s commitment to merging sneaker culture with fashion. He stated, “We are bringing the best and brightest from the PUMA family to Paris Fashion Week, creating an unforgettable experience that underscores the brand’s growing importance in the fashion and streetwear space.” This event not only celebrated PUMA’s historical achievements but also highlighted its ongoing influence and relevance in contemporary fashion. 

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