In a first of what is likely to be many, PUMA have debuted their first-ever collection with LA-based designer Rhuigi Villaseñor’s edgy brand, R H U D E. R H U D E executes minimalist aesthetics while simultaneously re-contextualizing streetwear for men. As with every other collaboration, for his first with PUMA, Rhuigi embraced PUMA’s DNA, and infused classic suiting techniques, unexpected patterns and pops of colour.
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.”
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. 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.