PUMA AND PLEASURES CREATE NEW SPORTSWEAR CODES WITH FIRST-TIME APPAREL COLLECTION

Cape Town, 12 October 2023 – PUMA and PLEASURES link up for a complete collection
mixing elements of sportswear, technical apparel, and outerwear, elevated with PLEASURES’
playful irreverence and eye for eclectic references to music, pop culture, and the melting pot of
Los Angeles.

In a world exclusive, the collection will drop at Shelflife in South Africa on 14 October 2023 with
PLEASURES co-founder Alex James on site as a guest of PUMA South Africa and Shelflife.
James will also participate in a Couch Session and DJ line-up at Mother-in-law in Johannesburg
on 13 October 2023 and at One Park in Cape Town the following evening, as part of the
PLEASURES X PUMA SA Tour presented by Shelflife.

“What started as a personal passion for the brand PLEASURES, then evolved into making
contact at a retail level to stock their product exclusively through Shelflife in SA and the
relationship grew from there,” said Jake Lipman, brand manager for Shelflife. “It feels a bit like
stars then aligned when they linked up with our partners at PUMA to release a collaborative
collection. We got together with both brands and sparked the idea to do something momentous
by bringing out co-founder Alex James to South Africa - to launch the collab, speak to our
shared communities, and experience a snapshot of what our country has to offer in JHB and
CPT!”
The announcement of the collection follows up on PUMA and PLEASURES’ DIY-inspired
Overdyed Velophasis that was unveiled in mid-2023.

For part two, both brands build on their creative partnership with a capsule that includes original
patterns, cut-and-sew items, graphic T-shirts, accessories, and two more versions of the
progressive, Y2K-flavoured Velophasis. Select items feature overstated Sportartikelhersteller
graphics, which translates to “Sporting goods manufacturer” in German, and nods to PUMA’s
heritage as a manufacturer of track spikes and football boots. A playful celebration of both
Germany and Los Angeles that mixes references from both disparate locations, the collection
also includes a T-shirt with a special Biergarten graphic.

The Velophasis is treated to two contrasting colour schemes, one that carries over the
overdyeing aesthetic with an off-white colour scheme and subtle yellowing on the sole, and an
accompanying version that mixes bold orange, yellow, and black colour blocking.

The collection’s outerwear is highlighted by a patterned Puffer Jacket featuring an all-over
geometric pattern, in addition to the Zip-Off Jacket which features zipped raglan sleeves for
adjustability. The Sportartikelhersteller theme continues throughout the collection’s essential
Hoodies and T-shirts. Accessories include the Masked Bucket Hat and the Messenger Bag
featuring Cordura ripstop fabric.

To continue the celebration of part two of the collaboration, PUMA and PLEASURES will bring
the Velophasis Sound System event to the German capital of Berlin. The special rave will be
presented as a modern Oktoberfest carnival, including surprises and exclusive activities.
The latest collection from PUMA x PLEASURES drops in store at Shelflife on 14 October 2023
and from PUMA.com, PUMA retail stores, and Archive on 21 October 2023.

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