PUMA India Partners with Jaipur Rugs for ‘Suede Sounds’ Experience Celebrating the Legacy of the PUMA Suede

Mumbai venue to reopen for a two-day listening room experience featuring music, design, handcrafted décor and a live performance by Lifafa

PUMA India has announced a collaboration with Jaipur Rugs to present Suede Sounds, a two-day listening room experience in Mumbai that brings together music, craftsmanship and design around the legacy of the PUMA Suede sneaker. The event, scheduled for September 5 and 6, will also mark the reopening of one of Mumbai’s iconic music venues after a decade.

PUMA Suede collaboration with Jaipur Rugs announced

PUMA India is bringing together the PUMA Suede and Jaipur Rugs through a collaboration that combines the sneaker’s association with music and culture with Indian craftsmanship.

Introduced in 1968, the PUMA Suede has remained part of fashion, music and creative communities for nearly six decades. This year, PUMA Ambassador A$AP Rocky contributed his interpretation of the Suede, continuing its design evolution.

According to PUMA, the collaboration with Jaipur Rugs draws on the shared emphasis both brands place on craftsmanship, materials and design. The initiative combines the suede material used in the sneaker with the handcrafted work associated with Jaipur Rugs.

Suede Sounds to take place in Mumbai

At the centre of the collaboration is Suede Sounds, a listening room experience that will be held on September 5 and 6 at a Mumbai venue known for its role in the city's music culture.

The opening evening will host a select group of guests from the fashion, music, design and entertainment industries.

The venue will feature:

• Rare vinyl collections
• Live music performances
• Bespoke décor
• Creative experiences
• Handcrafted Jaipur Rugs installations

The programme includes listening sessions centred on music culture and concludes with a live performance by Lifafa, who will present new music during the event.

Visitors will also have the opportunity to create personalised keepsakes using the signature suede material associated with the PUMA Suede.

Brand statements

Shreya Sachdev, Head of Marketing, PUMA India said:

“A true classic doesn’t belong to one moment or one generation. It shapes culture and continues to evolve with it. That is what connects PUMA Suede and Jaipur Rugs. Both brands have spent decades honing their craft, creating a legacy built to last. Suede has historically owned a very special place in music culture, from early adoption by breakdancers, graffiti artists to rap pioneers in the birth of hip-hop, creating a cultural connection that has continued to evolve across generations. That is the thread that PUMA and Jaipur rugs have built their collaboration on. The co-created intentional space is thoughtfully curated around music, craft and design, with every detail strategically chosen to bring these two worlds together. It is the distinctly Indian expression of what makes an icon timeless.”

Yogesh Chaudhary, Managing Director, Jaipur Rugs, said:

“Luxury today is no longer defined by exclusivity alone; it is defined by authenticity, meaning and human connection. Both PUMA Suede and Jaipur Rugs have become icons because they represent something larger than the products themselves - they represent culture. This collaboration celebrates that shared belief. It brings together the energy of contemporary creativity and the depth of centuries-old craftsmanship, creating a moment where Indian artisanship can engage with a global audience in an entirely new way."

Continuing PUMA India's experiential campaigns

PUMA stated that the Suede experience follows previous campaigns built around its sneaker range, including the Speedcat, inspired by motorsport heritage, and Palermo, which was showcased through the Summer at Nani's experience.

The latest initiative places the PUMA Suede within a setting focused on music, design and craft.

PUMA Suede colourways and availability

The PUMA Suede returns this season in three colourways:

• Cayenne Pepper
• PUMA Black
• Haute Coffee

The sneaker is available through PUMA stores, PUMA.com, and selected retail partners across India.