Backstage at Kenzo Spring/Summer 2018

From Beastie Boys rocking PUMA Suedes with matching tracksuits on the cover of their Solid Gold Hits compilation to Ice Cube rapping about “Bailin’ through your hood in my fresh suede PUMA’s” on his own track “You Don't Wanna Fuck Wit These,” PUMA’s have always been at the heart of Hip-hop. 50 years — and many collaborations — later, the brand remains an important fixture in the culture.

Since last December, PUMA has teamed up with creative multi-hyphenate Rhuigi Villaseñor on three capsule collections paying homage to NYC. The latest capsule, released in March, celebrated 50 years of Hip-hop with classic footwear, clothing, and accessories that take us back to the B-boys of 1970s New York.

Of course, Villaseñor put his own touch on the PUMA classic, with a Suede BBOY sneaker painted in an "American Beauty" pink color palette. Featuring signature chunky flat laces, a reptile leather heel badge, gold foil branding, and the year “1991” around the back of the shoe, they are exactly what you need to complete the classic retro look. Aside from the sneakers, there are also the graphic T-shirts, track top and track pants in brown and red that add a real New York flair to any outfit. 

Villaseñor's talent for capturing PUMA's roots in the five boroughs and celebrating the love for New York is a testament to his understanding of Americana style. And with PUMA's commitment to never going out of style, you know this collection is nothing short of a staple. In light of this collab, office took to the streets of the Lower East Side with Dylan Ali and friends to try the collection out for ourselves. 

Looking forward to more PUMA x Rhuigi drops this year, we also spoke with Villaseñor to learn more about what this ongoing partnership means to him. Read our exclusive interview with the creative multi-hyphenate below.

What has been your guiding star throughout your career thus far?

My guiding star has always been the larger vision. With each new project and opportunity, I want to continue to grow and build upon that vision.

How did you feel when PUMA tapped you to be a brand partner?

It’s an amazing feeling when you have a brand that you like and align with, supports you. This was impactful in the work and brand strategy as we continue to grow.

What does “classic” mean to you?

Classic is sustainable, items that never go out of style.

From the humble pizza slice to a celebration of New York City’s rich hip-hop history, every drop so far has paid homage to the city in some way. Something nostalgic about it all feels familiar to your R H U D E approach. What most informed your perspective throughout this collaboration?

When you think of Pop Culture in America, Hip-Hop has to be a part of the larger conversation. New York City is where it all started, so this project is really an homage to its inception. Being an immigrant and moving to the west coast, I have a specific lens on what that looks like, but having conversations with people like Jay-Z, someone who is Hip-Hop, really helped refine that vision for me. 

What did it mean to work on a project with such cultural significance?

It means a lot. The American Dream was once just that for me, a dream. My whole project is a comment on American culture and to be asked to work on something with such cultural significance, I think that speaks volumes. 

Is there an era of PUMA that you returned to for inspiration while collaborating on the capsule?

The late 80’s and early 90’s for sure — but also my childhood. I always like to say I’m a data logger in what people are interested in, so for me, it was just tapping into that log of data and updating it with my own experiences.

How do you balance being the creative director of R H U D E and Bally with other creative opportunities like this partnership? Is your creative process the same for each?

In all of the projects I take on, there are always codes and themes that I consider prevalent to my work, and that’s Americana. So, the creative process is always informed by that. I never want to create projects that feel like they overlap, but rather coexist. I’m only one person but have great teams around me; kids that are informed by their own experiences that always add a sense of reality and ultimately create this perfect symbiosis of my world and the world around me.

Is there a specific drop or piece you’d consider a staple in your own wardrobe?

The new pink PUMA x Rhuigi Suede sneaker are an essential and one you’ll see me rocking often.

Do you have a favorite colorway?

Hard to decide but the pink def keeps a smile on my face.