END. introduces a physical activation at its Soho store, giving visitors an exclusive first look at the PUMA Mostro UR x INSIDE TAG collaboration. The launch brings INSIDE TAG’s archival expertise to the forefront, reimagining the disruptive 2004 Mostro silhouette through a contemporary lens.
SNEAKERS
INSIDE TAG, led by George Roy Roberts, works with PUMA to rework the shoe’s distinct aesthetic, infusing it with both nostalgia and modern design influences. The project builds on Roberts’ deep appreciation for PUMA’s archive, a passion that grew in 2021 when he recognized the demand for the Mostro. This collaboration introduces two new colorways, White/Orange, inspired by a phone Roberts once owned, and Brown/Purple, a reference to trail and hiking culture.
For this activation, END. transforms its live exhibition space into an interactive experience that mirrors INSIDE TAG’s creative process. Visitors step into a carefully curated display featuring reference walls, design components, and early prototypes of the Mostro UR, offering a glimpse into the shoe’s evolution. The space presents a rare opportunity to explore the elements that shaped the final design, from archival influences to modern refinements.
A private preview at END. Soho kicks off the exhibition, bringing together INSIDE TAG’s creative network. Guests experience the space while listening to DJ sets from Bluetoof, Jossy Mitsu, and Heard Through Walls, creating an atmosphere that reflects the energy of London’s design and fashion scene.
INSIDE TAG approaches the Mostro UR with a balance of research and reinvention, introducing design choices that emphasize both function and aesthetics. The sneaker features exaggerated spikes on the sole, ventilated mesh panels, and a premium leather upper layered over a wide-looped mesh underlay. Aged TPU components reference the oxidized plastic of vintage Mostro models, reinforcing the project’s connection to archival research.
Reflecting on the collaboration, Roberts describes his inspiration for the White, Orange, and Teal colorway: “This pair is my everyday – it references a phone I had when I was younger, the Sony Ericsson Walkman w810i. That phone shaped how I shared music with my peers. The plastic TPU components on the shoe nod to vintage Mostros I was receiving. Over time, the plastic oxidizes and turns yellow, so I translated that into my design.”
His connection to the Mostro extends beyond this project, fueled by years of sourcing rare PUMA footwear on second-hand marketplaces and studying the evolution of the brand’s designs.
The PUMA Mostro UR x INSIDE TAG will be available in “Warm White / Light Straw” and “Haute Coffee / PUMA Black”, with PUMA’s leaping cat logo appearing in a contrasting shade on each colorway.
This collaboration reintroduces a shoe that made an impact in the early 2000s, reinforcing its place in today’s streetwear culture. END. opened the exhibition to the public on March 19, giving visitors an immersive look at the Mostro UR x INSIDE TAG ahead of its official release.
The collection drops on March 29, 2025, at endclothing.com and END. Statement stores, with an RRP of $175.00, giving sneaker enthusiasts and collectors a chance to own a piece of PUMA’s archival history reimagined for a new era.
