Lauren London and PUMA are teaming up to represent the resilience of Los Angeles and Lauren herself with the upcoming “Forever Stronger” capsule.
The collection is designed to represent strength, perseverance, authenticity, and love with the use of timeless footwear and apparel. This first PUMA capsule is very personal to Lauren’s first PUMA capsule is extremely personal; it incorporates her West Coast style with a year-round look and feel to the collection with its tones. The “Forever Stronger” campaign features London photographed around Los Angeles neighborhoods including, the notable Simply Wholesome Restaurant & Store, a Black-owned business that has been serving the L.A. community since the early ‘80s.
The collection includes a t-shirt, hoodie, and a classic black and white PUMA Suede with “Forever Stronger” prominently embroidered in script lettering. The hoodie and tee feature a tiny blue heart, a special representation of Nipsey Hussle, and serves as a reminder of where London came from and where she is going. This collection follows London joining PUMA in 2019, including the inspiring Forever Stronger spot created by her.
“I am so grateful and proud to drop my first collection with my PUMA family,” Lauren London said. “I wanted to make sure that each piece was authentic to who I am and my style. This collection expresses a constant reminder that through it all, no matter what happens in life, may we be Forever Stronger. Looking forward to more to come.”
The “Forever Stronger” capsule releases on June 25 PUMA.com, the PUMA NYC Flagship store, The Marathon Clothing Store, Shoe Palace, Champs, Foot Locker, and more. As always, our monitors and release day strategy will have members prepared for release day.
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