PUMA and brand ambassador Lauren London are releasing Forever Stronger, a new capsule inspired by London and her hometown of Los Angeles. The collection is designed as a physical representation of strength, perseverance, authenticity and love in timeless footwear and apparel pieces.
“I am so grateful and proud to drop my first collection with my PUMA family,” said Lauren London. “I wanted to make sure that each piece was authentic to who I am and my style. This collection expresses a constant reminder that through it all, no matter what happens in life, may we be Forever Stronger. Looking forward to more to come.”
This first PUMA capsule is told to be very personal to Lauren and incorporates her effortless West Coast style, featuring comfortable fabrics and neutral tones that can be worn year-round. The accompanying Forever Stronger campaign features London photographed around Los Angeles neighborhoods including, the notable Simply Wholesome Restaurant & Store, a Black-owned business that has been serving the L.A. community since the early ‘80s.
“We are excited to bring Lauren’s vision to life through the Forever Stronger collection,” said Adam Petrick, Global Director of Brand and Marketing at PUMA. “This collection encompasses PUMA’s classic identity while capturing Lauren’s genuine style and love for the L.A. community in a meaningful way. We are honored to partner with Lauren on this important launch.”
The Forever Stronger capsule includes a T-shirt, a hoodie and a classic black and white PUMA Suede with “Forever Stronger” prominently embroidered in script. The hoodie and tee feature a tiny blue heart, a special representation of Nipsey Hussle and serves as a reminder of where London came from and where she is going. The co-created Forever Stronger capsule releasing June 25 will be available on PUMA.com, at the PUMA NYC Flagship store, The Marathon Clothing Store, Shoe Palace, Champs, Foot Locker and more with retail prices ranging from $30 – $75.
More from Fashion
Vans and Metallica Celebrate 30th Anniversary of the Black Album with Footwear Collection Featuring Artwork by Pushead Available Exclusively via Vans Family
Vans and award-winning rock band Metallica come together this June to honor the upcoming 30th anniversary of the band’s all-time best-selling …
Reebok officially announces the “Quilted Canvas” Beatnik pack. This pack draws inspiration from the iconic outdoor quilted parka jacket from …
PATRÓN Tequila Celebrates the Intersection Between Streetwear and Street Art with a limited-edition Collaboration with Famed Designer John Geiger and Mexican Street Artist SENKOE
PATRÓN Tequila - the world's number one ultra-premium tequila, is collaborating with famed designer John Geiger to unveil a limited-edition …