Daily News

February 24th, 2017


Global Sports brand PUMA and the creative Parisian label, Black Rainbow collaborate to unveil the PUMA Clyde Sock, a new take on a world- renowned classic that’s in every sneakerhead’s hall of fame.

Part creative agency, media outlet, and retailer, Black Rainbow is a movement coming out of the heart of Paris. Founded by Greg Hervieux and Jay Smith, Black Rainbow has been one of the lasting street-centric media properties helping bridge the gap of fashion through several angles and associations. The two partners created a whole original motto “when the past meets the future” to reinterpret the famous PUMA Clyde. The new take on the Clyde gives new breath and new flavors to a shoe that already has such an impact on sneaker culture around the world.
“When everything has been done you need to innovate and do something no one’s ever done before” said Greg Hervieux. “We worked with PUMA to update the Clyde silhouette to make it relevant to today’s aesthetics. Walt Frazier himself thinks it’s fly,” adds Greg. This mind set is the inspiration behind the revamp of the Clyde.
The upper is updated with a fresh look by using PUMA’s evoKNIT technology complimented with plush suede panelling. The sole retains its original shape and stays true to OG materials to deliver the same classic ride. The style comes in two different colourways, both immersed in an impeccable tone on tone to better pay tribute to the textile trends of the moment, one black, and the other cream.
The word collaboration takes on its full meaning and scope in the purest form possible with this drop. The end result shows PUMA and Black Rainbow fusing the rich heritage of the shoe and the future of the Sports Brand.

FASHION SHOOT blackrainbow puma socks 2 FASHION SHOOT blackrainbow puma socks 3 FASHION SHOOT blackrainbow puma socks 4 FASHION SHOOT blackrainbow puma socks 5 FASHION SHOOT blackrainbow puma socks 6 STILL LIFE black ALT less disruptive STILL LIFE blackrainbow puma socks black 2 STILL LIFE blackrainbow puma socks black 3 STILL LIFE blackrainbow puma socks black STILL LIFE blackrainbow puma socks sand 2 STILL LIFE blackrainbow puma socks sand 3 STILL LIFE blackrainbow puma socks sand STILL LIFE sand ALT less disruptive
Dropping exclusively on Hypebeast on February 25th and in select sneaker retailer worldwide on March 4th.
#PUMAxBlackRainbow #whenpastmeetsfuture

@blackrainbowagency @pumasportstyle

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