PUMA Pick PLEASURES for Pink Velophasis Collaboration

PLEASURES have picked up their first collaborative effort with PUMA, selecting the recently launched Velophasis model for a pinked-out overdyed execution. The Y2K runner-inspired model is suitably exaggerated in stature and stance, which only becomes more over the top with PLEASURES’ addition of the dyed look. As such, the variety of materials and finishes on the upper and sole means each panel is a slightly different shade of pink.

‘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,’ said Sarah Mayer, head of product line management at PUMA Sportstyle.

‘This is the start of a beautiful relationship. PUMA has such cool history, and we can’t wait to bring the PLEASURES aesthetic into a new world,’ said Alex James, co-founder and director of PLEASURES.

The PLEASURES x PUMA Velophasis will be available on June 21 at PLEASURES’ Paris Fashion Week showroom, followed by a wider release on June 24 at select retailers. Stay tuned for more details on the PFW release.