Introducing The PUMA Made in Italy R698 – A Dope Collaboration Between PUMA, LC23 and BACKDOOR

PUMA revealed a special collaboration with two renowned Italian labels – LC23 and BACKDOOR. Dedicated to true footwear connoisseurs this Made in Italy release uses the finest materials and craftsmanship for a refined take on PUMA’s running classic – the R698.

The PUMA ‘Made in Italy’ R698 remains true to the original silhouette and is enriched with material elaborations. LC23 founder Leo Colacicco worked with PUMA designers to incorporate a soft premium textile material, typical of their Italian Oxford shirts. BACKDOOR decked out the midsole with the brand’s colours, finished off with their stamp on the Trinomic logo that fastens the laces. A hand-sewn label on the tongue represents the triple collaboration.

LC23 was founded in 2011 by Leo Colacicco, an industrial engineer with a weakness for fashion who started the label sourcing handmade apparel from his hometown in Apulia, southern Italy.

BACKDOOR is a sneaker concept store in Bologna started in 2007 by Marco Evangelisti and Jacopo Pozzati. The store is one of Italy’s foremost resources for fashion, lifestyle and contemporary brands.

The PUMA ‘Made in Italy’ R698 will retail for R1 799 and are exclusively at Shelflife from 30 July 2015.