This season, PUMA makes its mark on Paris Fashion Week with the Suede House – an immersive experience celebrating the enduring legacy of one of the brand’s most iconic silhouettes. Worn on courts, on stages, and on the street, the Suede’s story comes together in one place, tracing how a single shoe became a canvas for self-expression.

Bringing together the Suede’s past, present, and future, the experience unfolds across a series of immersive environments shaped by archive, community, music, and craft. Dedicated rooms focus on the key subcultures that defined the Suede – basketball, 90s / skateboarding, and street culture – presented through concept-led spaces with multimedia installations and curated displays. A special exhibition of archival models leads visitors through key moments from 1968 to 2026 and beyond, highlighting the Suede’s evolution over time.

“PUMA has been creating unforgettable experiences at Paris Fashion Week, opening the doors for fashion week attendees and the community at large. This season, we are standing behind the Suede as a PUMA icon and a shoe that has added so much richness to the brand. This is a moment to celebrate the Suede’s past and future, introducing it to a new generation,” says Christina Mirabelli, Global Marketing Director of PUMA Sportstyle.

Collaborators including Samutaro, Welcome and 114 Index shape the programming and creative expressions throughout the space, alongside additional partners and artists bringing their own interpretations of the Suede. Beyond the venue, select Paris cafés such as Grave and Bigshot extend the experience into the city, amplifying the Suede’s presence across Paris.

An invite-only preview for industry insiders will open the experience before Suede House welcomes the public throughout the week.

PUMA Suede House
7 Rue Froissart, 75003, Paris

About the PUMA Suede
The Crack, the Clyde, the States, and then the Suede. One shoe, many names, one incredible legacy. The Suede is a design with unmatched history: lofted up on the Olympic podium, worn on the NBA court by Walt Frazier, and embraced by New York City B-boys and skateboarders.

PUMA’s first-ever “lifestyle” shoe was the Crack, which was launched in 1968 for the Olympics in Mexico City, where it was famously raised up in the hand of track and field athlete Tommie Smith. In 1973, Walt Frazier added his spin on the silhouette, creating the Clyde. Following Frazier’s era, the shoe became known as the Suede, named for its signature upper material. With the rise of B-boy crews and hip-hop, the Suede was adopted into that growing scene. Finally, when it debuted in the UK during the 1980s, it arrived with the name States, as a nod to its popularity overseas. Thanks to this unique history, the Suede is considered an icon today.