PUMA BRINGS SUEDE EVENT TO PARIS FASHION WEEK

Puma

Summary:

• PUMA hosts Suede House in Paris from January 22-24 during Fashion Week
• The event explores the Suede sneaker's connection to music, sport, and fashion
• Visitors experience multiple environments showing the shoe's past, present, and future

PUMA will present an immersive event focused on the Suede sneaker during Paris Fashion Week's autumn/winter 2026 collections. The German sportswear brand transforms a space in the French capital into what they call Suede House.

The event takes place at 7 Rue Froissart from January 22 to 24. Visitors will move through different environments designed to show how one shoe became a global symbol.

The Suede has connected different worlds since its release. Athletes wore the shoe on courts and tracks. Musicians adopted the design for performances and daily wear. Fashion enthusiasts incorporated the silhouette into street style.

This cross-cultural appeal forms the core of the Paris experience. PUMA designed Suede House to trace these connections through physical spaces. Each area addresses a specific aspect of the shoe's history.

The first section examines the sneaker's origins. PUMA introduced the Suede in 1968. The shoe featured a simple construction with a suede upper and rubber sole. Athletes initially wore the design for training and competition.

Basketball players brought the Suede to prominence in the 1970s. The shoe's grip and flexibility suited the sport's demands. Players valued the comfort during long games and practices.

From sports arenas, the Suede moved into music venues. Hip-hop artists in New York adopted the shoe in the late 1970s and early 1980s. The design fit the aesthetic of emerging street culture. Artists wore Suedes with tracksuits and denim. The shoe appeared in music videos and album covers.

Breakdancers chose the Suede for its durability. The suede material withstood the friction from spins and floor work. The flat sole provided stability for footwork. Crews across New York boroughs made the shoe part of their uniform.

European youth movements also embraced the design. British subcultures incorporated Suedes into their distinctive looks. The shoe appeared in clubs, concerts, and on city streets across the continent.

Suede House dedicates space to these communities. PUMA collected artifacts, photographs, and stories from people who shaped the shoe's identity. The displays show regional variations in how different groups wore and styled the sneaker.

The event also looks forward. Contemporary designers and artists created new interpretations of the Suede. Some pieces reimagine the silhouette with different materials. Others explore color combinations outside the traditional palette.

PUMA commissioned installations that respond to the shoe's legacy. Artists from various disciplines contributed work inspired by the Suede's cultural position. These pieces occupy their own area within Suede House.

The timing aligns with Paris Fashion Week's schedule. Industry professionals, media, and fashion enthusiasts gather in the city for runway shows and presentations. PUMA positions Suede House as a complement to these official events.

The location on Rue Froissart sits in the Marais district. The neighborhood hosts numerous fashion week activities. Visitors attending other events pass through the area regularly.

PUMA has not specified whether the space requires reservations or operates on a walk-in basis. The three-day window suggests the brand expects significant interest.

This marks PUMA's latest effort to highlight the Suede's heritage. The company has released special editions and collaborations throughout the shoe's existence. Each version references specific moments or communities tied to the design.

The Paris event expands this approach. Rather than a single product release, PUMA creates an environment where visitors engage with the full scope of the shoe's influence. The format allows for deeper exploration than typical retail experiences provide.