PUMA’S SUEDE ENTERS A NEW ERA WITH NO SIGNS OF SLOWING DOWN
After decades of cultural influence, the PUMA Suede remains one of the brand’s most iconic and enduring silhouettes. A true classic that is back in the spotlight with PUMA’s “Never Not Suede” campaign, this latest chapter celebrates a return to what has always defined it. Building on that legacy, 2026 adds another chapter to the Suede’s evolving timeline, shaped by a new vision, fresh iterations, and collaborations with Daniëlle Cathari, Nahmias, and others. Together with defining moments in culture, these elements continue to build the Suede as a platform for self-expression. After so many decades, the Suede is just getting started.
Regardless of eras, ages, or trends, through countless scenes, styles, and subcultures, the Suede has always been one thing: itself. Bringing their own sensibilities, perspectives, and cultural viewpoints, three creatives help to spark the campaign’s narrative. Styled by Imruh Asha, photographed by visual provocateur Maxime Ballesteros, and captured on film by visual storyteller and filmmaker Natas, the campaign follows a group of friends immersed in the energy of a new city. As they build bonds, create memories, and define their own sense of community, culture unfolds in real time.
At the center is the Suede. A sneaker that does not simply move in step with culture, but helps shape it. Returning in classic black, bold orange, and coffee brown, the Suede takes its place once again without needing to reinvent itself. As culture, fashion, and personal identity remain in a constant state of evolution, the PUMA Suede remains a constant. Familiar, grounded, and unmistakably itself. Woven into scenes and communities across generations, it stands as a symbol of effortless style and enduring relevance. This is a call to keep experimenting and soaking up culture, just like the everlasting Suede has always done.
The PUMA Suede Classic releases on July 9, 2026, in three colorways. The story of the Suede will continue throughout the year with additional releases that reinvent the silhouette with renewed purpose, through a new lineup of collaborations, material makeups, and designs.
Photos Courtesy of RITUAL PROJECTS
