This season, Puma is showcasing the Suede House at Paris Fashion Week—an immersive experience that brings to life the history of one of the brand’s most iconic silhouettes.
For decades, the Suede has symbolized the shift from performance to streetwear 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 on to the Suede as it was later adopted by New York B-boys and skateboarders. When the style arrived in the UK in the 1980s, it was known there as “States,” a reference to its popularity outside the U.S.
At the Suede House, these chapters converge in an exhibition that connects the model’s past, present, and future, showcasing the Suede as a canvas for self-expression: worn on the court, on stage, and on the street.
The experience unfolds across a series of immersive spaces centered around archives, community, music, and craft. Individual areas are dedicated to the subcultures that have helped define the Suede: basketball, the ’90s, skateboarding, and street culture.
The setup is complemented by multimedia installations, curated displays, and a special exhibition featuring archival models that trace key moments from 1968 to 2026 and beyond, illustrating the evolution of the Suede over time.
“Puma has created unforgettable experiences at Paris Fashion Week and opened its doors to both Fashion Week guests and the community. This season, we’re celebrating the Suede as a Puma icon—a shoe that has had such a profound impact on the brand. Now we’re celebrating the past and future of the Suede and introducing it to a new generation,” says Christina Mirabelli, Global Marketing Director at Puma Sportstyle.
Creative partners such as Samutaro, Welcome, and 114 Index are shaping the on-site program, complemented by other contributors who are bringing their own interpretations of the Suede to the table. The concept is also visible in Paris beyond the event venue:
Selected Parisian cafés such as Grave and Bigshot extend the concept and reinforce the Suede’s presence in Paris.
An invite-only preview for industry insiders kicks off the experience, before the Suede House opens to the public for the rest of 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.
Photos via Stephane Deroussent, Puma
