Distressed denim jackets, cut-off jeans and hooded T-shirts all feature in the debut Puma x XO Parallel collection, but the star of the lot is certainly the mid-cut trainer Parallelboot in white, crafted from Italian nubuck leather.
The collection was first displayed at an exclusive preview on August 14 in Las Vegas, where The Weeknd performed some of his chart-toppers, such as Starboy and I Feel it Coming.
Though the singer has been a brand ambassador for German sportswear brand Puma for some time now, this marks his first collection designed in collaboration with the brand. His signature street-style aesthetic features in the military-inspired pieces, which sport camouflage, denim and suede textiles.
On August 24, the Parallel will launch in white at select retailers, and on October 26 it will be available online at Puma.com. An olive green colourway, which was worn by The Weekend earlier this week in Las Vegas, will launch in a second drop later this year. The price for the shoe is expected to be approximately Dh800.
With celebrity fashion collaborations with Rihanna, Cara Delevingne and now The Weeknd, under its belt, Puma is proving to be a leading sportswear and shoe contender in the market. We can't help but wonder, whom will the brand partner with next?
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From stilettos to sportswear: Sophia Webster teams up with Puma
Watch: Cara Delevingne's new project with Puma focuses on female empowerment
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