In recent weeks, PUMA has continued its partnerships with the likes of 8enjamin and Rhuigi, each with its own updated collections. Now, PUMA has introduced a new collaboration to its roster, having partnered with PLEASURES recently. The duo has joined forces for the all-new PUMA x PLEASURES Overdyed Velophasis.
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With the new partnership in motion, PUMA and PLEASURES have released a new silhouette based on visual codes from the Y2K culture. The Velophasis sneaker has been born from this aesthetic. PLEASURES’ background in music subcultural codes is mixed with PUMA’s FUTRO approach for the next-generation footwear offering.
The original Velophasis was released in January 2023. It featured an overstated shape, which is wrapped up in a mix of technical and performance elements. With the PUMA x PLEASURES collab, the sneaker is refreshed with a customised feel. It includes a purple overdyeing process to give it a retro feel. The colour treatment fastens to this sneaker’s sole in a unique manner to give it a pre-worn look.
Sarah Mayer, Head of Product Line Management at PUMA Sportstyle, had this to say about the collaboration:
“We are excited to work with PLEASURES, and to share and mix each of our perspectives and points of view. We love PLEASURES’ ability to bring in varied references and touchpoints. With this new collaboration, the Velophasis gets a completely fresh look and feel with this DIY-inspired overdyeing effect.”
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The overdyeing envelops the sneaker in a DIY appeal. It is visible throughout, including from the laces to the sole. Additionally, the new colourway of the Velophasis features a translucent cage, which is tinted in purple, along with stamped PLEASURES logo in black.
Take aesthetics to new heights with the PUMA x PLEASURES partnership, releasing the Overdyed Velophasis sneaker.
The sneaker is set to release next week on 24 June 2023. It’ll be available online at PUMA.com, as well as in stores at Al Capone and Shelflife. Pre-sales of the sneaker will begin on 21 June, with pricing at R3,599.
