IN A NUTSHELL
• PUMA takes over Paris Fashion Week with Suede House in the heart of the city
• The immersive space celebrates the legacy of the PUMA Suede sneaker from 1968 to 2026
• Suede House blends archive history community music and craft ahead of major Suede releases this year
During the Paris Fashion Week, January 2026, PUMA made a bold cultural statement with the launch of Suede House, an immersive brand takeover celebrating one of its most iconic silhouettes.
Located in the heart of Paris, the space opened its doors for the entire week, welcoming visitors into a world dedicated to the history, impact and future of the PUMA Suede, which sits at the centre of the brand’s release calendar this year.
Suede House brought together archive storytelling, community and creativity through a series of concept driven rooms. These spaces explored the sneaker’s deep roots across basketball, 90s skateboarding and global street culture, while a special exhibition traced key Suede models from its 1968 debut through to upcoming 2026 iterations. The experience offered a rare look into the evolution of a sneaker that has consistently shaped style across generations.
The takeover also featured creative contributions from collaborators such as Samutaro, Welcome and 114 Index, alongside a wider group of artists and partners who added unique visual and cultural layers to the space.
Beyond the main venue, selected cafés across Paris, including Grave and Bigshot, extended the Suede experience into the city, making the activation feel woven into everyday Parisian life.
An invite only preview kicked things off for industry insiders before the space opened to the public during Fashion Week. PUMA’s close friends and family were out in full force to celebrate the Suede legacy, with appearances from Skepta, fakemink, Arlo Parks, Doni Nahmias, Phyno, Lancey Foux, Pa Salieu, Kai Isaiah Jamal and Shay. The energy was carried late into the night with music by Andy4000 and Naomi Clement, turning Suede House into a true cultural moment.
From archive to future releases, Suede House reaffirmed the PUMA Suede as more than just a sneaker.
Here are some highlights from this takeover:
