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 Today (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.
For
more information, visit puma.com or rihannanow.com
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