Inside A$AP Rocky’s Revival of the PUMA Suede ‘94
Why the Suede ‘94 is the next chapter in A$AP Rocky’s story as PUMA’s Creative Director.
August 3, 2026
The Suede has always been a staple of culture and style, so it’s no surprise that it caught A$AP Rocky’s attention. In this latest chapter of his three-year run as PUMA’s Creative Director, he revisited the PUMA archive and made his mark on it (literally, his signature’s right there on the upper).
Sydney Levaton
Sydney Levaton, Teamhead of Global Entertainment Marketing and Partnerships, gives a behind-the-scenes look into Rocky’s creative process and the lead-up to the launch.
An Easy Decision
“Rocky has been a trendsetter his entire career”, says Sydney, who has worked with him since the very beginning of his tenure as PUMA’s Creative Director. “Choosing to partner with him was an easy decision. We knew we’d be able to create a next-level partnership and really push the boundaries of product and marketing.”Three years and a steady stream of standouts later, from the Speedcat and Inhale to the Mostro, the results of this award-winning partnership speak for themselves. And the newly reimagined Suede may be one of Rocky’s most personal endeavours yet.
I remember when my mom bought me my first pair of Suedes. Growing up in New York and seeing Walt Clyde Frazier with his style and his PUMA Suedes, they were the shoes.”
– A$AP Rocky
– A$AP Rocky
PUMA hadn’t touched the ’94 since its original release, so reviving it, in his words, “stitch-for-stitch from the archive just felt right.”
Get Yourself A Designer Who Directs
When asked about what makes working with Rocky different, Sydney doesn’t hesitate – “he’s involved in every single element,” she says. “The creative vision, the styling, the props, the shot set-ups, he has a hand in everything. It’s incredible to see his mind work on set.” This level of hands-on involvement shows up in details of the shoe, of course: raw-edge padded tongue, a retro woven label, slimmer tooling, a gold lace keeper, and a custom shoebox. The standout feature is the full retro PUMA logo on the quarter panel, a detail no other iteration of the Suede has done before, which makes it easily identifiable (and also Sydney’s personal favourite).
From the Archives to the Block
Rocky’s creative flair also shows up in campaigns and events. Fans were recently treated to a special pop-up event at Joe’s Ginger in Chinatown, in honour of the renewed Suede ‘94. A homecoming in a sense: the Suede first gained its grit in New York, where, in 1994, it sat at an apex of streetwear fashion, hip-hop’s Golden Era, and the downtown skate scene.This marriage of heritage and contemporary trend is par for the course for A$AP Rocky, who is known for “giving new life to some of the best archive pieces”, with a “talent for calling out what trends will be far in advance,” according to Syndey.
“He has such a unique way of keeping each facet of his artistry aligned with his persona,” Sydney explains. “That’s really what makes his partnership with PUMA so interesting because you see all his worlds emerge. Also, just how he styles PUMA sometimes, it feels like such a perfect blend of who he is.“
“He has such a unique way of keeping each facet of his artistry aligned with his persona,” Sydney explains. “That’s really what makes his partnership with PUMA so interesting because you see all his worlds emerge. Also, just how he styles PUMA sometimes, it feels like such a perfect blend of who he is.“
Styled for Work, Hustle & Life
Speaking of styling: the Suede ‘94 is designed to be a shoe that anyone can wear any day of the week, making it perfect for all the essentials, or, in Rocky’s words: “work, hustle and life.” WORK
Lean into the unexpected trending combo known as refined streetwear. Pair the Suede ‘94 with slim tapered trousers, and a lightweight overshirt layered over a fitted tee, then match the gold lace keeper with gold accessories like a watch or simple chain necklace. Keep it simple and structured, but never stiff.HUSTLE
Let the sneakers’ downtown roots come out to play. A baggy pair of mature cargo pants goes well with a boxy tee and lowkey technical jacket. Then a coordinated bucket hat and a bag that can keep up with you through everything else is all you need to finish the look.LIFE
Chill yet classy, this outfit calls for faded denim, a classic white tee and a retro luxe shirt that caters to the nostalgia embedded in the sneakers. Keywords here are calm and confident, without visual clutter.Match-Making
When asked what makes a partnership like this work from the inside out, Sydney circles back to something bigger than any single shoe. “It’s really about all parties being invested on such a deep level.” “We all want this partnership to succeed, and it takes real care and appreciation for the product and the stories you’re telling together.”
In her experience of nearly a decade of working with partnerships at PUMA, she says, that’s the constant.
And this story keeps on moving. When asked what is coming next, Sydney teased: “more Suede, more Straycat.”. Stay tuned.
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