German sportswear lifestyle brand Puma has collaborated with Indian fashion designer Masaba Gupta to launch a limited edition of range of sneakers. True to the global sneaker head culture of releasing limited pairs from high profile collaboration, only 50 pairs of Gupta’s hand printed sneakers will be sold in India.
Masaba Gupta has designed two lines in this collection in which she address the growing emotional health concerns like anxiety in today’s youngsters. “Anxiety seems like a curse on this generation and therefore the anti-anxiety shoe sheds light on this issue. Identity is another issue that needs to be addressed”, said Gupta in an interview.
This is the first time when Puma India has collaborated with a fashion designer to design sneakers. The brand had roped in designer Aki Narula to design an athleisure apparel line for women almost a decade ago. Puma’s current roster of celebrity faces in India includes cricketer Virat Kohli, boxing champion Mary Kom and actress Sara Ali Khan.
This collection will be sold from the Puma’s online channel and one flagship store in Mumbai. The designer fashion label, House of Masaba also recently raised $1 million in the first round of funding led by Flipkart co founder Binny Bansal.