Los Angeles-based label RHUDE and PUMA work in collaboration on a new iteration of the CELL Endura sneakers. The new versions are created to celebrate Rhuigi Villasenor, specifically his heritage and hometown in the Philippines -- he was born and grew up in the Southeast Asian country.
The sneakers latest colorway is entitled 'Sundry' and it features elements that directly referencing sun-drying methods -- it is a traditional drying method that is common in the Philippines and something Villasenor and his mother were accustomed to before their move to America. The sneakers boast a sand-colored upper made up of mixed materials alongside the CELL technology at the sole unit. The uppers feature touches of both leather and mesh, sitting atop a visually aged midsole adorned with branding at the heel informed with embroidery.
What's Driving This Trend
- Heritage-inspired Sneakers
- Opportunity for brands to create sneakers that pay homage to cultural heritage, incorporating traditional elements into modern designs.
- Collaborative Footwear Collections
- Potential for collaborations between fashion labels and sneaker brands to create unique and limited-edition sneaker releases.
- Incorporating Local Traditions
- Opportunity for brands to infuse products with local traditions and customs, creating a sense of authenticity and storytelling.
Who This Affects Most
- Fashion
- Fashion brands can explore collaborations with sneaker companies to tap into the lucrative sneaker market and reach a broader audience.
- Footwear
- Sneaker brands can leverage cultural heritage and local traditions to create unique sneaker releases that resonate with consumers and drive sales.
- Philippines Tourism
- The use of Philippine cultural references in sneaker design can attract attention and interest from tourists, promoting the country's heritage and promoting tourism.
