Cape Town, 22 January 2025 — At Paris Fashion Week, the opening night of PUMA’s immersive brand experience was dedicated to an undisputed icon: the Suede. Taking center stage in the French capital, PUMA celebrated the shoe’s legacy across basketball, 90s / skateboarding, street culture, and more.

PUMA’s close friends and family were on hand for the occasion, including the likes of Skepta, fakemink, Arlo Parks, Doni Nahmias, Phyno, Lancey Foux, Pa Salieu, Kai Isaiah Jamal and Shay, while music was supplied by Andy4000 and Naomi Clement.

Through a showcase of defining moments from 1986 to 2026 and beyond, the experience unfolds across concept-driven spaces tracing the Suede’s evolution from its origins to its present-day influence. Curated environments are brought to life through multimedia installations, storytelling moments, and product displays. Collaborators including Samutaro, Welcome, and 114 Index further activate the space through curated programming.

Following the invite-only kick-off, Suede House will be open to the public throughout the week.

PUMA Suede House
7 Rue Froissart, 75003, Paris

PARIS, FRANCE – JANUARY 21: Tess Kirby attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Van attends PUM Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Aude-Julie Alingue attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Clara Berry attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Fintohh attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Phyno attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Shay Latukolan attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Ousba attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: (L-R) AntsLive, Ledbyher and Pozzy attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: DJ Andy 4000 attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Akribb attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Sainte and Trez Hillman attend PUM Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: Skepta attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)
PARIS, FRANCE – JANUARY 21: DJ Naomi Clement attends PUMA Suede House opening party on January 21, 2026 in Paris, France. (Photo by Victor Boyko/Getty Images for Puma)

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