IN A NUTSHELL
- PUMA and A$AP Rocky unveil the new Suede ’94 following its tease at Suede House in Paris
- The launch is accompanied by the cinematic Forever. Suede. campaign tracing the sneaker’s journey from 1948 to today
- The A$AP Rocky x PUMA Suede ’94 arrives in South Africa in the coming weeks
After months of anticipation, PUMA and A$AP Rocky have unveiled the A$AP Rocky x PUMA Suede ’94, marking the latest chapter in one of fashion’s strongest sneaker collabs.
First teased during Suede House at Paris Fashion Week earlier this year, the sneaker now arrives alongside a striking new campaign film titled Forever. Suede., directed by Rocky himself.
Rather than simply introducing a new silhouette, the visuals celebrate the legacy of one of PUMA’s most iconic shoes. The film takes viewers on a journey through time, beginning with PUMA’s founding in Germany in 1948 before moving into the arrival of the Suede in 1968, the influence of basketball legend Walt Frazier through the Clyde era, the explosion of hip-hop and street culture in 1980s Harlem, and finally into Rocky’s own world where the sneaker continues to evolve as a cultural icon.
Throughout the film, Rocky effortlessly moves between different decades, styling the Suede across changing eras and showing why the silhouette has remained relevant for more than half a century.
Originally introduced in 1968, the PUMA Suede quickly became a basketball favourite before making the leap into music, skateboarding and streetwear, where it has remained one of the brand’s defining silhouettes.
Rocky’s interpretation stays true to that heritage while introducing subtle updates. The Suede ’94 features a classic black and white colourway with intentionally aged detailing, including a vintage yellowed midsole and distressed Formstrip that give the sneaker a naturally worn character.
Premium finishing touches include gold-tone metal lace dubraes carrying PUMA branding, while Rocky’s signature appears discreetly inside the shoe with the handwritten message “From Me To You, A$AP” printed inside the shoe.
Instead of reinventing the Suede, Rocky refines it, paying tribute to one of sneaker culture’s most enduring designs while adding his own understated aesthetic.
The A$AP Rocky x PUMA Suede ’94 is expected to arrive at selected South African retailers in the coming weeks.
