For Puma, this is the year of the Suede 50. It’s a year-long paean in honour of its feted trainers’ golden milestone, where a maelstrom of prominent names and brands are invited to reinterpret the classic Suede silhouette with new semblances. We’ve travelled with the B-Boy Pack to Seoul, and we’ve also seen Sanrio’s feline icon putting a stamp of her own. Next up will be Suede 50’s biggest blockbuster yet: Puma x MCM.
The two brands hail from Germany, but what not many would know is that their spliced common denominator goes further back than just their origin country. For one, both have their roots entrenched in the ’80s. Gaining traction after coloured athlete Tommie Smith’s Olympic win, the Suede was the footwear icon of the era’s burgeoning hiphop community in the Bronx.
In the same decade, MCM, too, became a big deal. The brand rode on the fever pitch of logomania with its flashy logo, which covered everything from handbags to shoes. It even became one of Dapper Dan’s bootlegging trademarks beloved to the rappers and artist community in Harlem, a black neighbourhood located within the Bronx’s periphery.
Today, here’s Puma x MCM with its symbolic Suede enveloped in a new skin of MCM’s Visetos canvas in signature cognac, white or red-blue, and peppered with the recognisable elaborate logos. It also comes with matching track pants and a track jacket akin to those of Dapper Dan’s.
Puma and MCM are very much icons in their own right, with a huge slice of millennials and Gen Z in their demographic. Commercially, the partnership makes lucrative sense — but really, it’s the full circle of marrying two emblems filled with cultural significance that discerning consumers will underscore and buy into. It’s more than just hype.
Pricing ranges from S$375 for track pants to S$525 for the Suede sneakers. The Puma x MCM collection will drop at the new Puma Select store at Marina Bay Sands, Limited Edt Chamber at Marina Bay Sands and Pedder on Scotts on 8 June. The red-blue colourway selections are now available at MCM Haus at Paragon.