by Stephen Garner

Puma has teamed up with Los Angeles-based men’s streetwear brand Rhude.

For his first collaboration with Puma, Rhude founder and designer Rhuigi Villaseñor embraced the brand DNA of Puma, while infusing classic suiting techniques, unexpected patterns and pops of color into unisex separates and footwear with the Puma logo celebrated through Rhude’s unique take on iconography.

The resulting collection ranges from selected footwear over corresponding apparel like coats, track tops, hoodies and tees to track pants, available in unisex sizing, with prices ranging from $100 to $225.

“Having immigrated to the United States before going to high-school, I learned about the power of brand recognition in a different way than most American designers,” said Villaseñor. “The power of a logo can hold such weight and serve armor in its own way, the idea that I have the access to re-imagine that concept with my own brand in partnership with Puma is a dream come true its own right.”

“Rhuigi is the most exciting designer right now, setting a new narrative in the fashion and street space,” added Yassine Saidi, global senior head of partnerships for Puma. “For us as a brand, we are extremely excited to introduce this partnership and to continue to grow our relationship with Rhuigi and his Rhude brand. For our first collaboration with Rhude, we transformed the iconic sport-inspired silhouettes from Puma with Rhude’s recognized streetwear sensibility and minimalistic approach in order to create disruptive new models.”

The Puma x Rhude collection drops globally on Puma.com, Puma stores and select retailers on August 3.