Puma, a German sportswear and lifestyle brand, has tied up with Indian fashion designer Masaba Gupta for introducing a limited edition range of sneakers. With this collaboration, Gupta will only sell 50 pairs of her hand-painted sneakers in India.
Masaba Gupta has designed two lines in this collection addressing the growing emotional health concerns such as anxiety in today’s youngsters.
The fashion designer said, “Anxiety seems like a curse on this generation and therefore the anti-anxiety shoe sheds light on this issue. Identity is another issue that needs to be addressed.”
This is the first time that Puma India has collaborated with a fashion designer to design sneakers. The brand had earlier roped in designer Aki Narula for designing an athleisure apparel line for women.
In India, Puma’s present roster of celebrity faces includes cricketer Virat Kohli, boxing champion Mary Kom and actress Sara Ali Khan.
Gupta’s Puma range will be sold through the sportswear brand’s online channel and one flagship store in Mumbai.
Recently, House of Masaba, Gupta’s fashion label, raised $1 million in the first round of funding led by Flipkart’s Co-Founder Binny Bansal.