A$AP Rocky hosted a pop-up event in New York City's Chinatown to mark the launch of his latest PUMA Suede design. The sneakers draw inspiration from 1994 and feature retro details not seen on previous versions.
The event took place the night before the global launch at the Lucky Dragon on Pell Street. Guests viewed the shoes displayed in dim sum boxes and received charms in takeout boxes at a station styled as a noodle bar.
Rocky, who has served as PUMA’s Creative Director for over three years, reimagined the Suede with a full-retro logo on the quarter panel, a raw-edge padded tongue, a retro woven label, slimmer tooling, and a gold lace keeper.
In remarks upstairs, Rocky connected the design to 1994 New York, citing the film Kids, the rise of brands like Supreme, and a mix of hip-hop acts including A Tribe Called Quest, Wu-Tang Clan, and Three 6 Mafia. He encouraged wearers to add charms that reflect personal style.
