Sneakers, Style, and Seoul’s Best Energy at PUMA’s H-Street Launch
by Adriano Batista
Last night, PUMA kicked off their immersive H-Street brand experience in Seoul to launch their new H-Street sneakers, and it was so much fun. The place was packed, the music was great, and everyone looked cool as hell. Seoul’s fashion crowd never disappoints.
I got there and immediately grabbed one of the free teas they had. So good I went back for seconds (okay, maybe thirds). There were stations where you could customize your own PUMA t-shirt or get your nails done, so of course I did both. Meanwhile, people were personalizing their new H-Street sneakers, drawing on them or adding patches to make them unique.
K-pop star Rosé showed up looking effortlessly cool, because of course she did. She’s PUMA’s global ambassador, and she totally fit the vibe. Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee were there too, just hanging out and checking out the sneakers. The music, curated by Ring Seoul (a hub for the city’s post-pandemic club culture), set the tone for the night.
The whole thing felt less like a corporate event and more like a big hangout with friends who really love clothes and sneakers. “The opening night was a massive success,” said Christina Mirabelli, PUMA Sportstyle’s Global Marketing Director. “Seeing the PUMA community come together, personalize their sneakers, and engage with the space made it feel truly special.”
The event is part of PUMA’s Future Archives series, which mixes heritage and innovation by spotlighting the brand’s classic low-profile sneakers while pushing culture forward. Over four days, the activation includes styling zones, music experiences, and design showcases, with partners like Inside Tag and Cold Archive presenting archival products and community-driven installations. The event’s open until May 18, so if you’re in Seoul, you should definitely swing by. And if you see someone drinking way too much free tea… yeah, that might be me.
Check out some photos from the opening day below:

















































Backyard Love
Guitarricadelafuente’s Spanish Leather: A Raw, Lyrical Journey Between Roots and Reinvention
For Spring/Summer 2026, Wales Bonner marks ten years with Jewel, a collection that feels like flipping through a well-loved wardrobe, one where every piece has a story.
Alexandre Mattiussi, Founder and Creative Director of AMI, unveiled his Spring/Summer 2026 collection during Paris Fashion Week.
The collection is a rebellion against static culture, where nothing is fixed, only constantly evolving.
This season, 3.PARADIS walks us into the desert, not just as a place, but as a state of mind.
This season, J.L-A.L thinks in chairs. Not as objects to sit on, but as ideas, systems of support, containment, and quiet presence.
MODUS VIVENDI introduces a fresh take on its signature Illusion Line for SS25, adding a new green option to the collection.
KYLE’LYK unveiled its Spring/Summer 2026 collection with a lookbook photographed by Justin von Oldershausen.
Take a look at Études Studio’s Spring/Summer 2026 backstage, captured by the lens of Tiago Pestana during Paris Fashion Week, in exclusive for Fucking Young!
Guillermo Andrade turned Paris into his stage for 424’s Spring/Summer 2026 show.
Solid Homme’s Spring/Summer 2026 collection is about holding on, not to grand statements, but to the small things that add up to a life.
Pharrell Williams presented Louis Vuitton Men’s Spring/Summer 2026 collection during Paris Fashion Week.
PUMA and Salehe Bembury turned Paris into a laboratory of organic futurism this Paris Fashion Week.
HED MAYNER presented its Spring/Summer 2026 collection during Paris Fashion Week.
Titled “Nothing could have prepared us / Everything could have prepared us”, this retrospective exhibition explores over thirty-five years of artistic practice across various photographic genres.
KAWAkEY’s Spring/Summer 2026 collection tells a story about cages, freedom, and the quiet weight of time.
Hiroaki Sueyasu’s latest collection for KIDILL isn’t just about clothes but also about the people who once lived on the fringes, spinning their own worlds out of obsession and imagination.
MELLER teams up with Lazy Oaf for a limited-edition pair of sunnies designed for true dog lovers.
Montblanc and Wes Anderson return with “Let’s Write,” the second chapter of their collaboration, and an ode to writing, imagination, and the journeys words inspire.
For their SS26 collection, presented at Paris’ Palais de Tokyo, creative directors Aurélien Arbet and Jérémie Egry continue their quiet conversation between art and utility.
Set in the Bourse de Commerce in Paris, the collection exists in a moment between places, where escape and elegance meet.
With JAH JAH’s Spring/Summer 2026 collection, self-taught designer Daquisiline Gomis turns garments into quiet acts of resistance.
Last week, CANEX Presents Africa x Tranoï opened their exclusive pop-up honoring the diversity and depth of African fashion at the Galeries Lafayette in Paris, running until July 8th.
Men’s Paris Fashion Week has arrived, and to celebrate, we’ve put together a cultural city guide to help you experience the best of Paris.
For ssstein’s Spring/Summer 2026 collection, Japanese designer Kiichiro Asakawa digs deeper into the kind of beauty that doesn’t announce itself.
Guilherme Breves at Time Model photographed by Michael Oliver Love and styled by Alessandro Ferrari, in exclusive for Fucking Young! Online.
For three days in June, Parque da Bela Vista in Lisbon was filled with music as MEO Kalorama returned for another year.
To introduce Fear of God’s new “Civil Collection”, Jerry Lorenzo worked with director Mike Carson on CIVIL, a film that moves like a quiet statement.
Two American icons collide in the latest Levi’s® and Nike collaboration, merging denim heritage with sneaker culture.
Borque makes his comeback with “Cuando Vuelvas,” a track that blends electronic sophistication with his signature pop hooks.
Oakley has named Travis Scott its first-ever Chief Visionary, cementing a long-term partnership that will reshape the brand’s creative direction.