PUMA AND SNEAKERSNSTUFF COLABORATE WITH SWEDISH DESIGN COLLECTIVE 10-GRUPPEN ON A TRIO OF LIMITED EDITION SUEDES TO CELEBRATE THE RETAILERS 15TH ANNIVERSARY

NOVEMBER 2014, 15 years strong, Sneakersnstuff have been setting the agenda in the footwear industry since the late 90's. The retailer’s commitment to excellence and innovation has seen Sneakersnstuff grow from their first store, in a southern Stockholm backwater, to collaborating with the biggest brands in the world. To celebrate the brand’s 15th anniversary they have partnered with PUMA and 10-Gruppen to produce a collection of exclusive PUMA Suedes.

Sneakersnstuff have a rare sense of perspective, and are inspired by elements of design from outside the comfort of their core market. A shared desire to approach things differently, and learn from unique businesses brought them together with PUMA and the Swedish design collective 10-gruppen.

In 1970, Swedish design was minimalistic and known for subtle patterns, but there were designers that wanted to break out of that mold. Individually they always got rejected, as their work was looked upon as provocative and extremely un-commercial. So a group of 10 Swedish designers came together and formed their own company to be able to control the whole process, from design to production to sale.

It quickly became a great success, and 10-gruppen has been a part of the Swedish design evolution ever since. 10-gruppen has a huge part in changing the norm of Scandinavian design. After almost 45 years, the design collective remains as relevant as they ever. The collectives original founders, Birgitta Hahn, Tom Hedqvist and Ingela Håkansson-Lamm, remain central to the development of new patterns and have been integral in 10-gruppen’s enduring appeal.

The PUMA X Sneakersnstuff x 10-gruppen Suede is a tribute to 10-gruppen’s legacy. Long-term Sneakersnstuff collaborators PUMA stepped in, with their mastery of fabrics and sharp eye for details to bring the myriad design elements to life through their iconic Suede model.

Since its inception in 1968 the PUMA Suede has enjoyed a 45-year run as both a benchmark for footwear design and a cultural artifact from one of the most progressive and historically significant eras of the last century.

Using PUMA’s celebrated factory in Japan, a factory that is well known for its sensitivity and precision. The duo handled the 10-gruppen fabrics that Sneakersnstuff had chosen with utmost care. Together PUMA and Sneakersnstuff have managed to deliver a product that is rich in detail and outstanding in quality.

The collection is a tribute to those who came before, as well as a distinctly Scandinavian birthday present to the Sneakersnstuff team. PUMA x Sneakersnstuff proudly present PUMA Tom, PUMA Birgitta and PUMA Ingela.

Made in Japan, with fabric designed in Sweden.

Dropping through premium global retailers including SNS, Collette and United Arrows from 8th November.

VIDEO

https://www.youtube.com/watch?v=tkoRvR0PAnc

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