Ahluwalia and PUMA Debut Their First-Ever Collaboration

PUMA just announced its linkup with London-based designer Priya Ahluwalia. Known for her bold use of texture, rich cultural references and fresh perspective on streetwear, Ahluwalia puts her spin on PUMA's signature Suede sneaker. The result is a sleek, thoughtful remix of a classic, where heritage meets fresh design in all the right ways.

Following her standout show at London Fashion Week for Spring/Summer 2026, Ahluwalia continues her rise on the global fashion stage. For her debut sneaker collaboration, the designer drew from a deep well of inspiration, namely photography and archival books about sport in the Global South, to deliver a design that feels both grounded and globally resonant. The reimagined PUMA Suede arrives with a sleek black and silver colorway, elevated by a subtle ombre gradient metallic-effect midsole. The minimalist yet impactful palette offers wide appeal while adding a layer of functionality to the streetwear staple.

"The Suede has meant so much to so many cultures over the decades, from Hip-Hop to skateboarding to streetwear. For my first trainer collaboration, I wanted to honor that history while infusing it with Ahluwalia's design language, exploring texture, function and detail in a way that feels both familiar and completely new," says Creative Director Priya Ahluwalia.

The accompanying campaign taps into the idea of "silver linings," small moments of joy in the everyday. Told through a series of short films, the visuals spotlight real people and real moments, celebrating the often-overlooked beauty of daily life. Intimate stills from the campaign, featured above, reflect this warmth and authenticity. In tandem with the release, PUMA and Ahluwalia have also launched a mentorship program aimed at nurturing the next generation of creative talent. The initiative offers participants industry visibility, personalized guidance and a platform to grow. This collaboration is more than a meeting of two creative forces, it's a celebration of culture, community and the everyday stories that shape us.

The PUMA Suede by Ahluwalia launches globally on October 4 at select PUMA stores and the Ahluwalia website.

In other footwear news, check out ROA's Gorpcore Mary Jane hiking shoes.

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