With the unveiling of its Go Wild campaign last week, Puma is clearly on something of a reinvention drive and in a new collaboration with luxury UK retailer END., it’s reinventing again — but this time its not the brand as a whole but the Mostro UR sneaker.
Puma and END. have been working with London-based designer and archivist Inside Tag, and the retailer is showcasing the special-edition footwear within its Soho, London, store ahead of its exclusive release later this month.
The retailer said this “physical activation highlights Inside Tag’s ability to honour nostalgia, whilst pushing boundaries with innovative textures and eye-catching details” at its Soho address.
So what’s it all about? As mentioned, Puma has joined forces with Inside Tag “to explore the disruptive 2004 rendition of the Mostro”. Founded by George Roy Roberts earlier this decade, Inside Tag “specialises in sourcing the most enduring and creatively offbeat footwear and clothing from all corners of the globe” and Roberts has always had a strong interest in the Puma archive.
For his new iteration of the shoe, the Puma UR Mostro Communication, we’re told the parties have fused its “archival roots with modern design sensibilities, to create a reworked silhouette that reflects both the early 2000s’ bold energy and contemporary street style”.
The archive rework comes in both white/orange (“referencing a phone George once had”) and brown/purple (“inspired by trail and hiking”). It features exaggerated spikes on the sole, ventilated mesh panels and a premium leather upper saddled on a wide-looped mesh underlay, plus aged TPU components.
The launch in-store is as much an activation as a product display “to bring to life an exclusive in-person look into Inside Tag’s studio”.
END. said that for the week-long exhibition “visitors will be able to dive deep into the [carefully curated] reference walls of imagery and separate objects which informed the design behind the collaborative Mostro UR; alongside separate components and trials of the shoe which established the distinct look for each colourway”.
Ropberts said: “I had been sitting on Mostro since 2021 and after selling out of one pair instantly, it was apparent that the hunger was there, it coincided with a lot of footwear Inside Tag represents and was the next step of progression.”
The activation is already running in Soho and the shoes will be available from 29 March on END.’s webstore, and in its Statement stores at £130.
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