PUMA really isn’t stopping with their collaborations. Right after several big ones from Big Sean and MCM, the brand has tapped Northern Cali natives and skate culture icons Santa Cruz Skateboards to celebrate half a century of PUMA Suede, and this one has a bit of history to too, because Santa Cruz Skateboards also happens to be the oldest skateboarding brand in the world.
Founded in 1973 by surfers Rich Novak, Doug Haut, and Jay Shuirman in Santa Cruz (Hence the name), the brand has never ceased production and has gained recognition worldwide, as it practically originated skate culture and its associated design language.
The shoe, while remaining simple with black suede upper and gum midsole, embeds a layer of complexity and heritage through the Formstrip and embroidered heel graphic. The “Screaming Hand,” as it was known, was and is still a cultural icon, developed by Jim Phillips Sr back in 1985. The graphic then, takes inspiration from expression through the way we use our hands, from speaking, through art, and music.
A blue hand literally screams, complete with a mouth that gapes wide open at the centre of the palm, tongue out and teeth on display, now a worldwide cultural icon, recognised widely through out the skateboarding community. The Formstrip is morphed to visualise the scream, a wave of red sound, rushed with adrenaline. The silhouette is finished with co-branding featured on the sneaker tongue. A limited edition collaborative tee featuring the same graphic completes the Santa Cruz pack.
One of the more unique collaborations, and one that stays true to the Suede’s roots, the PUMA suede 50 X Santa Cruz will be available on PUMA’s website and at PUMA KLCC and Sunway Pyramid this 26th of July.
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