Puma is at Paris Fashion Week this season with the Suede House, an immersive experience that brings the story of one of the brand’s most iconic silhouettes to life.

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For decades, the Suede has represented the shift from performance to street and culture:

From the 1968 Olympic Games in Mexico City, where Puma’s first “lifestyle” shoe debuted as the Crack, to Walt Frazier’s 1973 signature version, the Clyde, and finally to the Suede as it was later adopted by New York B-boys and skateboarders. When the style reached the UK in the 1980s, it became known as the States, a nod to its popularity beyond the USA.

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At the Suede House, these chapters come together in an experience that connects the model’s past, present, and future, presenting the Suede as a canvas for self-expression - worn on the court, on stage, and in the streets.

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The experience unfolds across a series of immersive spaces shaped by archive, community, music, and craft. Individual areas spotlight the subcultures that helped define the Suede: basketball, ’90s culture, skateboarding, and street culture.

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The setup is complemented by multimedia installations, curated displays, and a special exhibition of archive models that traces key moments from 1968 to 2026 and beyond, highlighting the Suede’s evolution over time.

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“PUMA has been creating unforgettable experiences at Paris Fashion Week, opening the doors for fashion week attendees and the community at large. This season, we are standing behind the Suede as a PUMA icon and a shoe that has added so much richness to the brand. This is a moment to celebrate the Suede’s past and future, introducing it to a new generation,” says Christina Mirabelli, Global Marketing Director of PUMA Sportstyle.

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Creative partners including Samutaro, Welcome, and 114 Index shape the on-site program, joined by additional contributors bringing their own interpretations of the Suede. The concept also extends beyond the venue into the city:

Selected Paris cafés such as Grave and Bigshot carry the experience into Paris and amplify the Suede’s presence throughout the week.

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An invite-only preview for industry insiders opens the experience, before the Suede House welcomes the public throughout the week.

The Puma Suede House takes place in Paris as part of Paris Fashion Week and can be experienced at 7 Rue Froissart, 75003 Paris.

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Photos via Stephane Deroussent, Puma