The 1990s was the era in which Puma took on the running world with its Trinomic technology, a uniqueness that allowed the brand to establish its dominion in runners’ footwear. Later on, the classic runner silhouette was altered to adapt to an urban lifestyle. Fast forward to the here and now, Crossover Concept Store has, through its collaboration with Puma, infused the latter’s technology and distinctions into the Blue Velvet-inspired “Twin Velvet Pack”.
Some may consider it odd that the pack took aesthetic cues from a psychological horror film in the mid 80s to create “Roses” and “Mystery“, bearing the Blaze of Glory silhouette and the Disc Blaze silhouette respectively. So what’s the deal behind it? We spoke to Crossover Concept Store’s founder, Jem, for a little insight on the creation of these new pairs.
1.We know that the Velvet Twin Pack is heavily inspired by a movie named “Blue Velvet”. What is the connection between you, the shoes and the movie?
The movie is one of my favourites. I wanted to share what I thought was fascinating & worth sharing with others. In short, the Velvet Twin Pack is my interpretation of one of my passions into sneaker design.
2.Could you give us the specific breakdown of the inspiration behind each shoe?
I prefer to let the shoes do the talking. But to sum it up, I’m always attracted to contradiction. There is always something intriguing when two opposing elements come together as one.
3.Did you own any PUMAs growing up and what is your favorite Puma model?
My first pair of sneakers was the PUMA SUEDE, so my relationship with the brand goes way back. Puma holds a sentimental value over me. I was a big fan of Beastie Boys and saw them wearing Puma kicks on their Check Your Head album cover. That time I mistakenly took PUMA Clyde as PUMA Suede, but I have no regrets as PUMA Suede remains one of my favourite sneakers even now.
4.Growing up, did you always know you were going to be in the sneakers industry? What helped spark your passion for footwear?
I grew up with a lot of movies & music. I guess that indirectly linked my passion to sneakers. I remember listening to Beastie Boys, and saw one of them donning PUMA SUEDE on one of their album cover, and I was sold. I was fascinated with sneakers and I see it as a sign of rebelliousness & individuality.
5.Growing a retail brand and opening stores isn’t easy at all, so what is your word of advice to anybody wanting to get into the sneaker industry?
Do what you love. Don’t believe what others say.
6.As for you and Crossover, what are the future plans that are in the pipeline? Maybe you could give hints on a couple of projects in the works?
There will be a lot more collaborations & projects from Crossover, so do stay tuned.
For this near future, there will be a project between us and Reebok, and a top Malaysian designer. We are really excited for this project and our fellow sneaker fans should look forward to it too.
