PLEASURES x PUMA Velophasis
Riding through the streets of Paris in a purple Lamborghini Aventador wrapped in collab branding is a trunk full of bright pink Velophasis. This is not just Paris Fashion Week, this is the Puma x Pleasures Velophasis partnership.
Breaking away from the iconic Suede and Clyde silhouettes synonymous with Puma, the brand is stepping into its future in streetwear with new silhouettes like the Plexus and Velophasis. The Velophasis looks to its own archive for inspiration by re-imagining Puma’s running heritage with an early two-thousands flare and in the dynamic world of fashion, the nostalgia of borrowing cues from the past will always be a crowd favourite.
Another much-loved part of streetwear is collaboration. Here, again, Puma has outdone itself with its highly anticipated collab with Pleasures. To understand the significance of the Puma x Pleasures Velophasis partnership, we must delve into the essence of Alex James and Vlad Elkin’s brand. Founded only in 2015, Pleasures quickly gained popularity in the industry for its alternative, punk-inspired aesthetic and rebellious fashion approach. With a focus on subcultures, music, and art- Pleasures has carved a niche for itself in the streetwear scene, bringing us cool yet timeless designs that challenge the status quo.
It makes perfect sense that this partnership debuted at Fashion Week, where we see collaboration bridging the gap between streetwear and high fashion. Here, the Puma x Pleasures Velophasis embodies this shift, as it effortlessly merges together the athletic heritage of PUMA with the counter-cultural spirit of Pleasures.
Draped in pink and purple, the Puma x Pleasures sneaker easily brings together the distinctive aesthetics of both brands. The Velophasis, known for its sleek silhouette and technical yet retro design elements, serves as the canvas for Pleasures' unique touch. Sitting atop a pink rubber outsole, the shoe features a monochromatic midsole and upper, giving the sneaker a Y2K characteristic. The usual translucent cage is tinted using a purple “overdyed” method with matching dyed laces, adding a grunge feel to the “techy” sneaker.
The Puma X Pleasures Velophasis represents the coming together of two distinct yet complementary brands. The collaboration infuses the rebellious spirit that Pleasures is renowned for with this beloved Puma silhouette, elevating the sneaker into almost a piece of art.
The PUMA x PLEASURES Velophasis Overdye sneakers drop online only on Saturday, the 24th of June for R3599 in UK7-UK10!