PUMA is putting the Suede back in the spotlight with a new campaign, Never Not Suede, celebrating a silhouette that has moved through decades of cultural influence without ever letting go of what made it work in the first place. The sneaker that once defined scenes and subcultures is entering a new chapter, with fresh iterations and collaborations alongside Daniëlle Cathari, Nahmias, and others still to come.

The campaign brings together three creatives: stylist Imruh Asha, photographer Maxime Ballesteros, and filmmaker Natas. It follows a group of friends navigating the energy of a new city, building bonds and defining their own sense of community as culture unfolds around them. At the centre is the Suede, returning in classic black, orange, and coffee brown. It doesn’t need to reinvent itself to belong.

After so many decades, the Suede remains what it has always been. A constant while fashion and identity keep shifting around it. Familiar and grounded, it stands as a symbol of style that doesn’t try too hard. The PUMA Suede Classic releases on 9 July in three colourways, with more releases, collaborations, and material updates to follow throughout the year. The Suede is just getting started.