A$AP Rocky revives the iconic PUMA Suede ’94, bringing a forgotten ’90s silhouette back with archive details and New York street culture influences.
Three decades after it quietly disappeared from shelves, the PUMA Suede ’94 is making a comeback, this time through the eyes of A$AP Rocky.
Since taking on the role of Creative Director at PUMA more than three years ago, Rocky has brought his own take on the brand’s archive, blending fashion, music and street culture. His latest project looks back to 1994, reviving a silhouette that hasn’t been reissued since its original release.
The A$AP Rocky x PUMA Suede ‘94 stays true to the original while introducing subtle updates. A raw-edge padded tongue, retro woven label and slimmer sole keep the vintage feel intact, while details like a gold PUMA lace keeper, custom shoebox and a full retro PUMA logo across the side panel give the sneaker a distinct identity. It’s the first time that an oversized logo has appeared on a Suede, making this version instantly recognisable.
For Rocky, the revival is as much about memory as it is about design. Growing up in New York during the 1990s, the Suede was part of the city’s cultural fabric, worn across hip-hop, skateboarding and streetwear long before luxury fashion embraced sneakers.
“I remember when my mom bought me my first pair of suedes,” Rocky says.
“Growing up in New York and seeing Walt Clyde Frazier with his style and his PUMA suedes, they were the shoes. And now to be able to tap into that ‘90s nostalgia and bring them back with my own creative lens and special details, it’s great. PUMA hasn’t brought the ’94 back since it dropped and reviving it stitch-for-stitch from the archive just felt right.” – A$AP Rocky.
The collaboration also shines a light on the Suede’s long history.
Originally launched in 1968 for the Mexico City Olympics, the shoe has lived several lives. It evolved into the Clyde after basketball legend Walt Frazier adopted it on the court, before becoming a staple for New York’s B-boy crews, skaters and later generations of creatives. Few sneakers have crossed as many subcultures while remaining as recognisable.
The A$AP Rocky x PUMA Suede ‘94 launched globally on 16 July and retail for R2,599.
In South Africa, it will be available through PUMA stores, PUMA’s online store and Shelflife.
