PUMA and London-based designer Priya Ahluwalia introduce their first collaboration, centered on the Suede trainer. The partnership began in September 2024 and took shape during London Fashion Week, where Ahluwalia placed the PUMA Speedcat on her runway. The PUMA Suede by Ahluwalia arrives as the defining outcome of that connection, set for release in October 2025.
Ahluwalia approached the design with research into photography and publications on sport from the Global South. That work informed a Suede defined by curved lines and a metallic-effect midsole that shifts in a subtle ombre gradient. Black and silver dominate the palette, while TPU Formstrip elements and layered mudguard panels bring a technical dimension to the familiar silhouette. Co-branding features on the tongue and Suede tab, with the pair delivered in special packaging. Alongside the main release, a triple-white version has been produced for friends and family.
In discussing the project, Ahluwalia referenced the Suede’s role in shaping culture since its release in 1968. She described how the trainer moved through hip-hop, skateboarding, and streetwear, noting its significance for multiple generations. For her, the collaboration provided a way to honour that history while adding her own language of texture, function, and detail. The result is a Suede that respects its foundation yet introduces a new rhythm through her design.
The campaign supporting the shoe focuses on silver linings in everyday life. A series of short films tells personal stories, with real people at the center of each narrative. The approach reflects the Suede’s long-standing presence as footwear tied to community and lived experience, showing how Ahluwalia’s version continues that lineage.
Alongside the trainer, the partnership extends into mentorship. PUMA and Ahluwalia have established a program for creatives aged 18 to 25, inviting filmmakers, fashion designers, and multidisciplinary artists to apply. Those selected will receive guidance from industry figures, access to networks, and visibility within professional circles. The initiative reflects both parties’ interest in supporting new voices and building structures for future talent.
The PUMA Suede by Ahluwalia will see a pre-release on October 1 through Ahluwalia.world, followed by a global launch on October 4, 2025, at selected PUMA stores and partners. More than five decades after its debut, the Suede continues to evolve through projects like this one, reaffirming its place as a cultural reference point while opening new directions through collaboration.
