Puma has linked with NYC-based brand The Brooklyn Circus on a new capsule collection honoring the vibrant Caribbean-American communities that helped shape New York’s hip-hop and reggae movements.
Under the creative direction of Ouigi Theodore, founder of The Brooklyn Circus, this collaboration spans knitwear, activewear and footwear all inspired by the impact of Caribbean music and style, Puma said in a release on Friday.
As for the shoes in the collection, Theodore chose to reinterpret Puma’s Clyde sneakers as well as the German brand’s Deviate Nitro 3 running shoes.
For this collaboration, the Clyde receives a sleek upgrade with knit laces, gold eyelets, and an all-black finish that aims to embody understated sophistication, Puma said. As for the Deviate Nitro 3, the oversized fit and ribbed detailing deliver a bold, modern twist on classic streetwear.
In an interview with FN, Theodore noted the significance of his choice of footwear for this new tie-up. “The Clydes were an obvious must,” the brand founder said. “They are classic, and we wanted to get a shot at creating something that spoke to the story, yet [are] future proof. The all-black premium leather exterior and interior, with the added braided fat laces felt like, boom!!! That’s it.”
As for the Deviate Nitro 3, Theodore noted that his company is the first-ever to collaborate on the running silhouette. “As runners, we wanted the shoe to be equally beautiful to race in as it was to wear as a lifestyle shoe,” he added.
“From the booming sound systems in Kingston to the bashments in Brooklyn, Caribbean culture has always been the pulse of New York’s cultural heartbeat,” Theodore added. “This collection honors the fire and resilience of that movement, and how it continues to shape the world.”
This collaboration comes just one week after another one of Puma’s iconic shoe models was named “the hottest sneaker in the world” by Lyst. The red Puma Speedcat was named the third hottest product overall in the Lyst Index for the third quarter of 2024, which covers the summer. It’s the lone sneaker on the list of ten products and the second most popular footwear entry, behind only the Alaïa Fishnet Ballet Flat at first overall.
The Puma x The Brooklyn Circus collection, which retails between $65 and $170, is now available through both brands’ websites, select Puma stores, and at The Brooklyn Circus’s locations in Boerum Hill, Brooklyn, and SoHo, Manhattan.
