PUMA has joined hands with Indian homegrown craft brand Jaipur Rugs for a new collaboration that brings together two distinct design worlds: global streetwear and traditional Indian craftsmanship.
Titled ‘The Legacy Lives On’, the collaboration reimagines PUMA’s iconic Suede sneaker through visual and textural cues drawn from Jaipur Rugs’ handmade carpets. The collection is positioned as a meeting point between PUMA’s streetwear legacy and the centuries-old craft traditions represented by Jaipur Rugs.
The collaboration draws an intentional parallel between the two brands.
PUMA describes the Suede as a silhouette born on the streets and shaped over decades by music, style and self-expression. The shoe first emerged in 1968 and has since become one of the brand’s most recognisable lifestyle designs.
Jaipur Rugs, meanwhile, traces its roots to 1978, when founder Nand Kishore Chaudhary started the business with two looms. The company has since built a global presence around handmade carpets and traditional craftsmanship, working with thousands of rural artisans.
The collaboration brings these different histories into a single product, using the Suede as a canvas for Jaipur Rugs’ craft language.
The new sneaker incorporates elements inspired by Jaipur Rugs’ handcrafted carpets, including woven textures, intricate patterns and earthy tones.
The palette draws from shades associated with Jaipur Rugs’ craft aesthetic, including maroon, dusty rose, ochre and sand. Details inspired by traditional carpet-making are translated onto the footwear while retaining the recognisable structure of the PUMA Suede.
The collaboration also extends beyond footwear, with Jaipur Rugs creating a limited series of hand-knotted rugs carrying the visual language of the partnership and PUMA branding.
FAQs
- What is the PUMA x Jaipur Rugs collaboration?
It is a limited-edition collaboration that brings Jaipur Rugs’ Indian craftsmanship and carpet-inspired design to PUMA’s iconic Suede silhouette. - What is the PUMA x Jaipur Rugs collection called?
The collaboration is titled ‘The Legacy Lives On’, highlighting the heritage and creative legacy of both brands. - What makes the PUMA x Jaipur Rugs Suede different?
The sneaker incorporates design elements inspired by Jaipur Rugs’ handmade carpets, including distinctive patterns, woven textures and earthy tones. - What is the inspiration behind the PUMA x Jaipur Rugs collaboration?
The collection brings together PUMA’s streetwear heritage with Jaipur Rugs’ tradition of Indian handmade craftsmanship, translating textile-inspired design into footwear.
