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A$AP Rocky and Puma have once again ed forces, this time unveiling a new capsule collection in New York City that's heavily influenced by the world of motorsports. Alongside the collection's debut, a campaign video, creatively directed by the rapper and designer himself, also premiered, offering a glimpse into Rocky's latest vision.
This collaboration marks Rocky's most extensive work with Puma to date, injecting his unique style into classic streetwear silhouettes with vibrant color accents, technical fabric textures, and clear nods to racing aesthetics. The collection features three distinct footwear styles, including A$AP Rocky's favored Puma Inhale and Mostro OG sneakers, as well as his newly embraced Mostro Gabbia design.
Known for his immersive world-building approach, Rocky shared his creative process, with the backdrop of free jazz setting the mood. Drawing a parallel to cinema, he expressed his philosophy that "every great movie has a soundtrack," hinting at the curated vibe he brings to his collaborations. He also mentioned enjoying relistening to songs while driving to enhance the cinematic feel of his experiences.
The "Caged Monster" Emerges
A standout piece in the collection is the Mostro, described as resembling a Demna-esque dragon with its spiky, 3D-printed black and red design. Heavily drawing inspiration from the automotive realm, the collection incorporates elements of heavy distressing and direct references to racing culture. Rocky emphasized his personal standards, stating he wouldn't sell anything that doesn't personally resonate with him.
Rocky acknowledges that his aesthetic, which he aligns with brands like Maison Margiela, Rick Owens, Balenciaga, and Golden Goose, might not appeal to everyone, describing it as an "acquired taste" for a "niche demographic of people who live life like that." This unapologetic approach is central to his artistic collaborations.
The Mostro Gabbia Light, dubbed the "caged monster" (Gabbia being Italian for cage), applies modern technology to Puma's heritage design. Featuring a removable cage element, this detail also cleverly references A$AP Rocky's ability to seamlessly transition between the realms of high fashion and practical functionality.