Puma Debuts Suede House at Paris Fashion Week

Puma is centering its classic Suede sneaker at Paris Fashion Week with Suede House, an immersive space in the Marais that walks visitors through the shoe’s past, present, and next chapter. Open to the public from January 22 to 24, the activation targets a new generation of consumers while reaffirming the Suede as one of Puma’s core cultural pillars.

The Suede’s Story

Suede House takes over 7 Rue Froissart, 75003 Paris, transforming a gallery space into a narrative about the Suede. Different areas spotlight the subcultures that shaped the model, from basketball to skate and wider street communities, with archive pairs, including signed pieces, mapping its journey from the late 1960s to today.

The concept positions the Suede as a long running throughline in sport and music, rather than a seasonal trend. For Puma, concentrating on a single franchise during fashion week is a strategic choice at a time when many brands spread attention across multiple models and collaborations.

Design, Archive, and Atmosphere

Inside, Puma layers historic product with contemporary staging that includes LED screens, lighting, and DJ sets, aiming to frame the Suede as current without turning the space into a pure nostalgia play. Rooms dedicated to basketball, 90s, and skateboarding, and street culture show how one low rise, suede upper sneaker moved from podiums and courts into club culture and everyday wear.

Partners such as Samutaro, Welcome, and 114 Index contribute programming and visual storytelling, extending the brand’s ongoing work with digital first curators. Select cafés in Paris, including Grave and Bigshot, also participate, extending the Suede House presence beyond the venue itself.

Dates and Access

The Suede House experience runs in Paris from January 22 to 24, with an invite only industry preview followed by public opening hours through Paris Fashion Week. The activation is free entry and designed as a walk through environment rather than a retail pop up, with product storytelling, archival displays, and cultural programming at its core.

While Puma’s wider Suede franchise sits in the accessible price tier globally, Suede House itself focuses on experience and brand narrative; any product drops or future rollouts tied to the space have not been outlined in the official materials. This fits a wider shift where sportswear brands use pop ups and temporary spaces at fashion week to tell product stories, not just to drive sales.

Positioning the Suede for Gen Z

Puma frames the Suede as an ‘icon’ that has moved from Olympic podiums and NBA courts to B boy crews and skate scenes, and now to fashion forward city wear. The Paris activation packages that history for younger visitors who may know the silhouette from current outfits more than from its sports origins.

For sneaker collectors, fashion week attendees, and younger consumers who track culture through experiences as much as product, Suede House shows how legacy models are being reintroduced through curated, experience led spaces rather than simple relaunch campaigns. It also reflects a wider market pattern in which heritage franchises are leaned on for stable demand in a slower growth environment, with storytelling and selective distribution doing more of the work than constant new drops.