Brands announce the launch of a new Overdyed Velophasis sneaker
Puma and Pleasures, a brand from Los Angeles, start their new partnership by presenting a sneaker that overflows the Y2K (2000s) look, the Velophasis. The collab mixes Pleasures’ understanding of the subcultural codes present in music, with the latest in retrofuturistic Puma sneakers. The model will be available in Brazil from 06/24.
Velophasis won its first version in January, featuring an exaggerated shape, enveloped by a mixture of technical and performance materials. Now, the model has gained a personalized touch, in the form of a completely purple overdyeing process, applied by Pleasur4es. The color treatment clings to the sole of the sneaker in a completely unique way, offering a pre-owned look.
We are happy to work with Pleasures, share and mix each of our perspectives and points of view. We love PLEASURES’ ability to bring references and varied experiences. With this new collaboration, the Velophasis takes on a completely new look with this overdyeing effect inspired by the DIY effect (do it yourself), celebrates Sarah Mayer, head of product management at Puma Sportstyle.
The overdyeing wraps around the sneaker, from the shoelaces to the sole, offering a collab a DIY look. This new version of the Velophasis also features a purple dyed translucent weave, with the Pleasures logo printed in black.
“This is the beginning of a beautiful relationship. Puma has such a cool history, we can’t wait to bring the Pleasures aesthetic into a new world,” said Alex James, co-founder and principal of Pleasures.
