PUMA Women’s Creative Director and Brand Ambassador, Rihanna, and Global Sports Brand PUMA kick off their first venture with the release of the PUMA BY RIHANNA Collection under Rihanna’s FENTY label. Under her creative direction, the first collection introduces the PUMA Creeper, remixing the iconic PUMA Suede with a little bit punk and a little bit rebel.
The PUMA Creeper harnesses the music and fashion feel of the revolutionary punk era with PUMA’s deep sporting heritage. Punk lit the streets bright on King’s Road in London and it soon caused a stir in the late 80’s in lower Manhattan’s underground club scene. The clubs have since closed but the culture never left, influencing the city’s fashion and music scene for years to come. That is the inspiration behind the PUMA Creeper.
To help launch the PUMA Creeper, Rihanna called on her friend, musician and record producer Travi$ Scott. Scott stars in the first-ever PUMA by Rihanna campaign alongside Rihanna, who also creative directed the shoot.
“I am so excited to finally introduce the PUMA Creeper to the world,” says Rihanna. “Partnering with PUMA has given me the opportunity to create pieces that are unique and unexpected. I really wanted to dig into their archive and give classic silhouettes my own spin. The PUMA Creeper is just that. And equally as cool, the fact that Travi$ Scott is joining me on my first launch is incredible.”
The PUMA Creeper transforms the classic PUMA Suede that was historically made popular by athletes in the 70’s and 80’s, beloved by punk bands, b-boys and skaters and today a style favorite of Rihanna. Upping the ante to the Suede is a platform or “creeper” sole married with a variety of fresh colorways and material combinations. Rihanna also took style advice from Los Angeles-based menswear designer Mr. Completely, to round out the PUMA Creeper design.
The first style, in a black-white colorway, drops as a limited edition pack on September 14th at PUMA.com and select retailers globally starting September 18th.
Exclusively in New York from September 15th – 17th, PUMA will host a pop-up store at 312 Bowery Street between East 1st Street & Bleecker Streets in Soho. This will be the only brick and mortar store worldwide where consumers can purchase the black-white colorway early, as well the other two Creepers colors from the September drop. The PUMA pop-up store will be open from 12 pm – 5 pm on Tuesday, September 15 and 11 am – 7 pm on Wednesday, September 16 and Thursday, September 17. Limited pairs available for sale during the pop-up and purchases are limited to one pair per person.
The first three colors of the PUMA Creepers be available through PUMA.com and lifestyle shops worldwide starting September 25th with new color and material releases in November through 2016.