New Delhi: PUMA’s latest collaboration with Jaipur Rugs, The Legacy Lives On, uses colours from Jaipur Rugs’ craft, incorporating maroon, dusty rose, ochre and sand into the collection. PUMA and Jaipur Rugs have been touting the campaign with the tagline, “The Suede was born on the street, and Jaipur Rugs was born in the villages of Rajasthan.” The release date and pricing details are yet to be announced.
The top of the promotional page features a photo of shoes against a blue, maroon, and cream rug. The campaign is heavy on texture and detail. The banner features a Rajasthani rug, while the “Explore the Suede Collection” section showcases Suede shoes in matching shades of maroon-brown, dusty rose, ochre-tan, and sand. The colours directly draw from Jaipur Rugs’ palette instead of PUMA’s usual vibrant tones.
On Jaipur Rugs’ Instagram page, artists are seen in videos stitching the PUMA logo in the centre of rugs.
Also read: Sabyasachi teams up with The Met for NYFW, unveils Byzantine-inspired high jewellery
PUMA X Jaipur Rugs
PUMA launched in 1948 in Germany and today has a presence in over 120 countries with its athletic footwear offerings. The Suede debuted in 1968 and is one of PUMA’s classic sneaker offerings. The brand has a good position in the Indian market with its sports team partnerships and collaborations with Royal Challengers Bangalore, Delhi Capitals, Bengaluru FC, and Mumbai City FC. In 2022, PUMA partnered with Fizzy Goblet to bring a line of sneakers designed with women’s fashion in mind in India.
Jaipur Rugs began in 1978. Nand Kishore Chaudhary started the rug company with a loan from his father and employed nine artisans with two looms in Churu. Now, about 40,000 artisans work in 600 villages across India. Jaipur Rugs sells its hand-made rugs in more than 40 countries.
PUMA has done similar collaborations multiple times over the years. The Fenty collaboration with Rihanna, the A$AP Rocky partnership, and the JJJJound Suede and Speedcat collection redux all happened before this.
(Edited by Ratan Priya)