PUMA Hit the H-Street Seoul Style
There was no better location than Seoul to debut the resurrected silhouette. Taking to the Seongsu borough in the city's bustling heart, the Big Cat flexed its claws with a multi-layered mega-activation that saw attendees fully immersed in an array of activities. Kicking off on Thursday May 15 with an exclusive invite-only party, the PUMA H-Street Experience opened to the public from the following day 'til the weekend's close. Premiering in Seoul ahead of the global drop in June, the H-Street quickly found its home amongst the city’s eccentrically dressed fashion fanatics in colourways from crisp cream to neck-cranking green.
The main event unfolded at the industrial Layer 41 Studio, in a space kitted out with a techno-futuristic aesthetic. Once inside, it was impossible to miss the directional lights illuminating an impressive archival display of kicks, curated by sneakersphere legend . On show was a bevy of track-and-field-inspired footwear from PUMA's storied past, including Colin Jackson's signature and the women's Cell Flexion. New product was also on show including the Talons and H-Street variations still to come, like the H-Street Premium, H-Street WTR and H-Street Strap. Pumping tunes set the scene for a visual installation by , alongside hair and nail stations plus custom t-shirt area. The guest list was just as stacked, with Itzy’s Yeji and Squid Game’s Jo Yu-ri in attendance – but the biggest drop-in by far was PUMA ambassador and K-pop superstar, Rosé.
Judging by the reception of the PUMA H-Street in Seoul, we suspect there's a bright future ahead for the model. It wasn't always meant for the lifestyle arena – once a track-and-field speedster, it was revived to become part of the Big Cat’s low profile catalogue. Sitting somewhere in between the Mostro and Speedcat, the H-Street is poised to be the next heavy hitter in PUMA's extraordinary litter.
The PUMA H-Streets will land first in mesh and leather iterations. The 'Green', 'Cream' and 'Black' colourways are arriving on June 28 with a follow-up drop on August 1 featuring the 'Red' and 'Blue'.