Puma’s latest alliance with Pleasures has kicked off with the launch of the Velophasis, a silhouette that embodies the distinct visual elements of Y2K culture. This collaboration seeks to fuse Pleasures’ deep comprehension of music subculture motifs with the cutting-edge designs found in Puma‘s retro-futuristic shoe collection.
The Velophasis made its bold entrance in January, boasting an unconventional design shaped with an eclectic mix of technical and performance materials. This silhouette has now been revamped with an artistic twist – a complete purple overdyeing process executed by Pleasures. The unique application of color fastens exclusively to the shoe’s sole, crafting a chic, pre-worn appearance.
Sarah Mayer, the Head of Product Line Management at Puma Sportstyle, remarked on the excitement surrounding the collaboration, “This partnership with Pleasures has allowed us to blend our diverse perspectives and create something truly unique. Pleasures’ ability to incorporate multifaceted references and touchpoints has provided the Velophasis with a brand-new, DIY-inspired look with this overdyeing effect“.
The overdyeing process has transformed the Velophasis, lending it a handcrafted feel. The entire shoe, from the laces to the sole, is embraced by the dye, cementing the collaboration’s DIY aesthetic. Additional features of this iteration include a translucent cage, infused with a purple hue and adorned with the Pleasures logo in black.
Alex James, the Co-Founder and Director of Pleasures, is enthusiastic about the potential of this partnership. “This marks the beginning of an exciting journey. Puma’s rich history and cool factor make it a pleasure to incorporate our aesthetics into this new realm“, he shared.
The Puma x Pleasures Overdyed Velophasis will be available for purchase starting June 24th, 2023. Shoppers can find the product on puma.com, pleasures.com, Puma flagship stores, and selected retailers. There will also be a pre-sale event at the Pleasures showroom during Paris Fashion Week on June 21st.
This marks merely the starting point for the Puma x Pleasures collaboration, with much more anticipated to unfold in 2023.
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