Global sports brand Puma has teamed up with Korean designer label Open YY to unveil a fresh collection centered on the iconic H-Street. The collaboration reframes Puma’s athletic DNA through Open YY’s singular point of view and is already turning heads across fashion circles.
Open YY, led by sisters Jiyoung and Boyoung, builds its design on the beauty of contrasting personalities coming together. Last year, their Speedcat OG collaboration made a notable splash in the fashion-sneaker scene.
This new collection revolves around Puma’s latest franchise, H-Street, and spans both footwear and apparel. The H-Street sneakers nod to Puma’s track-and-field heritage but get a refined, everyday-meets-athletic makeover from Open YY. A removable tongue stamped with both brands’ logos adds a playful focal detail, while Puma’s Formstrip is rendered as a delicate embroidery line. Premium nubuck overlays and breathable mesh strike a balance between luxury and comfort. The shoes arrive in three colorways: beige, reminiscent of a sunlit track; blue, evoking cool breezes and open skies; and crisp white, for an upbeat, rhythmic vibe.
The accompanying apparel line features running vests, running shorts, and sleeveless tops—pieces that move seamlessly from gym to street.
To celebrate the launch, Puma and Open YY are rolling out a special campaign themed “Everyday” and “Imagination.” The campaign shoot uses playful visual illusions to reveal hidden possibilities in ordinary objects and scenes.
Starting June 10, Open YY will host a pop-up at its Hannam flagship store where visitors can experience the campaign imagery through a photo-cube installation. Shoppers who spend 100,000 KRW (about $67 USD) or more on collection items will receive a limited running water bottle engraved with the Puma and Open YY logos, available while supplies last.
The collaboration aims to blur the line between sportswear and high fashion, offering consumers a fresh style experience. Combining Puma’s technical expertise with Open YY’s refined design sense, this collection is a can’t-miss moment for fashion lovers.
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