New from PUMA with PLEASURES: The Overdyed Velophasis

PUMA’s new collaboration with PLEASURES arrives with a silhouette that channels the visual codes of Y2K culture: the Velophasis. This new sneaker marries PLEASURES’ own subcultural music codes with the latest in retro-futuristic footwear from the sports giant.

The Velophasis first arrived in January with an exaggerated shape wrapped in a mix of technical and performance materials. Now, the shoe is redesigned with a signature custom touch in the form of a purple overdye process applied by PLEASURES, giving it a worn look.

“We are thrilled to be working with PLEASURES and to share and combine our perspectives and points of view. We love PLEASURES’ ability to bring varied references and points of view. With this new collaboration, the Velophasis takes on a whole new look and feel with this DIY-inspired overdye effect,” said Sarah Mayer, Head of Product Line Management, PUMA Sportstyle.

The overdye wraps around the sneaker, from the laces to the outsole, giving the collaboration a DIY feel. This new version of the Velophasis also features a translucent purple-tinted cage, which is emblazoned with the PLEASURES logo in black.

“This is the beginning of a beautiful relationship. PUMA has such an interesting history that we can’t wait to take the PLEASURES aesthetic to a new world,” said Alex James, co-founder and director of PLEASURES.

The PUMA x PLEASURES Overdyed Velophasis will be available starting June 24, 2023 at PUMA.com, PLEASURES.com, PUMA flagship stores and select retailers. A few days before on June 21, a pre-sale of the sneakers will take place in the PLEASURES showroom during Paris Fashion Week.