PUMA Suede Classic Returns: A Timeless Icon Reimagined
For decades, the PUMA Suede has remained one of the most influential sneakers in fashion and street culture. From sporting arenas and city streets to music, art and skate communities, the Suede has built a legacy that continues to inspire new generations. Now, in 2026, PUMA celebrates the next chapter of this iconic silhouette with its latest global campaign, "Never Not Suede."
A Legacy That Never Goes Out of Style
The PUMA Suede has never been defined by trends. Instead, it has evolved alongside culture while remaining true to its unmistakable identity. This latest campaign shines a spotlight on the sneaker's enduring relevance and its role as a platform for self-expression, individuality and creativity.
Building on its rich heritage, PUMA introduces fresh interpretations of the Suede through new collaborations and creative partnerships. Working alongside renowned names including Daniëlle Cathari and Nahmias, the brand continues to push the silhouette into exciting new territory while remaining rooted in its authentic DNA.
The Story Behind the Campaign
The "Never Not Suede" campaign brings together some of today's leading creative talents. Styled by Dazed Magazine Fashion Director Imruh Asha, photographed by Maxime Ballesteros and captured on film by Natas, the campaign follows a group of friends exploring a new city, creating memories and forming connections along the way. At the centre of every moment is the PUMA Suede - a sneaker that doesn't simply reflect culture but actively shapes it.
Classic Colours, Timeless Appeal
The latest PUMA Suede Classic arrives in three standout colourways:
- Black
- Orange
- Coffee Brown
Each style embraces the timeless aesthetic that has made the Suede one of the most recognisable sneakers in the world. Rather than reinventing itself, the Suede continues to prove that authenticity never goes out of fashion.
The History of an Icon
Few sneakers can claim a heritage as rich as the PUMA Suede. Originally introduced in 1968 as the "Crack" for the Mexico City Olympics, the silhouette later evolved into the Clyde after NBA legend Walt Frazier put his name to the design in 1973. As the shoe gained popularity among hip-hop pioneers, B-boys and skateboarders, it became known globally as the Suede, named after its signature upper material.
Today, the Suede remains one of PUMA's most celebrated and recognisable products, continuing to influence fashion, sport and street culture across the globe.
Available at Side Step
The PUMA Suede Classic launches on 9 July 2026 and will be available at selected Side Step stores nationwide, as well as online through participating retailers. Additional Suede releases, collaborations and new material executions will continue throughout the year, ensuring the legacy of this iconic sneaker remains stronger than ever.
Shop the latest PUMA Suede collection at Side Step and step into a legacy that never stops evolving.