Puma and House of Masaba collaborate for exclusive sneaker launch
today Aug 11, 2019
Designer Masaba Gupta, known for her numerous collaborations through her brand House of Masaba, has joined forces with Puma to create two designs for the sportswear brand’s classic Cali Sneaker. Gupta has created one shoe inspired by the fight against anxiety and one inspired by identity, as she aims to send a strong message to India’s millennials.
Gupta has covered Puma’s minimalistic Cali Sneaker with her signature bright prints and whimsical illustrations. The 'Anti-Anxiety' sneaker features illustrations that reflect the thoughts of an anxious mind and bright colours reflecting chaos. The 'Identity' sneaker encourages millennials to break free of the boundaries they and society set for themselves with illustrations of locks being opened.
“This is my first ever sneaker collaboration, and I am thrilled to have partnered with Puma for this project,” said Gupta about the launch, according to the brand’s press release.
“They wanted me to be true to my personal style, and together we have created a unique and bold capsule of sneakers... I feel today’s generation wants to move and grow at the speed of light without even pausing for a second to take a better look at their mental health. Anxiety almost seems like a curse on this generation and therefore the anti-anxiety shoe just sheds light on this issue. Identity is another issue that needs to be addressed... The Identity shoe is a reminder for this generation that the key to finding yourself lies in knowing where we are, what work we do and always remembering the purpose.”
Only 50 pairs of the collaborative sneakers are available in India and they are now retailing exclusively from Puma’s e-commerce site and its store on Linking Road, Mumbai. The sneakers are priced at Rs 6,999 ($98.81).
House of Masaba has taken part in numerous collaborations ranging from makeup with Nykaa to a clothing collection with the TV series Game of Thrones. Gupta’s brand is expanding offline across India and also runs a dedicated e-commerce store.
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