PUMA has unveiled its first collaboration with acclaimed London-based designer Priya Ahluwalia, reinterpreting the legendary PUMA Suede through her distinctive design language.
The partnership, which began in September 2024 and deepened during London Fashion Week when Ahluwalia featured the PUMA Speedcat on her runway, now brings the Suede into a new era.
For her debut trainer design, Ahluwalia drew inspiration from photography and books about sport in the Global South. The result is a sleek trainer featuring sculptural curves, a subtle ombré gradient midsole with a metallic finish, and a modern monotone palette of black and silver. Functional details like a TPU Formstrip and mudguard overlays elevate the silhouette, while co-branding marks the tongue and Suede tab. The shoe arrives in custom packaging, alongside an exclusive friends-and-family edition in triple white.
“The Suede has meant so much to so many cultures over the decades, from Hip-Hop to skateboarding to streetwear. For my first trainer collaboration, I wanted to honour that history while infusing it with Ahluwalia’s design language, exploring texture, function, and detail in a way that feels both familiar and completely new,” said Priya Ahluwalia.
Accompanying the release is a campaign that spotlights “silver linings” in everyday life, told through a series of short films celebrating real people and their stories.
Beyond the sneaker, the collaboration also establishes a mentorship program for young creatives in film, fashion, and multidisciplinary arts. Open to 18–25 year olds, the initiative provides industry insights, visibility, and guidance from both PUMA and Ahluwalia, reinforcing the partnership’s cultural mission.
The PUMA Suede by Ahluwalia will debut in a pre-release on October 1, 2025, via Ahluwalia.world, ahead of its global launch on October 4, 2025 at select PUMA retailers.
Since its debut in 1968, the PUMA Suede has evolved across subcultures and decades, embodying everything from hip-hop rebellion to skateboarding grit. This new chapter with Ahluwalia reaffirms its timelessness, offering a vision that is both rooted in history and daringly futuristic.
Check out the campaign images below.
