The time has come for Abel Tesfaye a.k.a. The Weeknd, PUMA’s creative
collaborator and global Brand ambassador, to finally release the much-
anticipated debut collection with the Global Sports Brand. Teasing some of the
key styles during his current Legend of the Fall World Concert Tour that kept his
fans, sneakerheads and the fashion set intrigued, The Weeknd is ready to show
the world the new styles that reflect his personal style merged with PUMA’s
Along with The Weeknd’s musical successes as a Grammy-winning artist and
Billboard chart topper, he has made an immense influence in the streetwear
industry. He makes his own rules, lives to create and has an eye for beauty in
the unexpected. The debut PUMA x XO Collection is him personified and here
to break the rules of streetwear: bomber jackets, boots, and kimonos are
finished with camo, suede, and denim. Classic meets futuristic. Military meets
luxury. The campaign was shot in mysterious Marfa, Texas, a perfect backdrop
that compliments the PUMA x XO creative language.
Commenting on the debut collection, The Weeknd says , “We’ve been building
the XO brand for a long time now. It’s gone beyond product and the PUMA x XO
collab is an extension of everything we’ve been doing. For XO, partnering with a
powerhouse like PUMA and having the ability to create a new aesthetic is an
The collection releases in 3 drops, each differentiated by a unique aesthetic.
The first drop is the first-ever PUMA x XO footwear – the PUMA Parallel.
Inspired by military and utilitarian gear, the all-new silhouette is a mid-cut
sneaker boot that’s fully decked out in luxurious Italian nubuck leather upper.
The smooth rubber midsole features IGNITE cushioning technology. The boot
boasts of a contemporary blocked heel design with an extended Formstrip and
The PUMA x XO Parallel drops on 24 th August for R4 299 and is available
exclusively at Shelflife.
Interview with Abel around his style and the range…
1. Describe your personal sense of style. What inspires your looks?
I would describe it as very clean and simple. I pay a lot of attention to details –
the shape, the cut, the materials and finishings used. That’s what I’m interested
2. Tell us why Marfa, Texas is the perfect setting to shoot your collection?
How do you think it complements the collection?
We went back to the creative direction of the collection and selected a place that
fit. The flat dessert landscapes of Marfa and the blue skies are the perfect
backdrop for the collection, and the classic feel of the town juxtaposes the
modern direction of the collection.
3. What can your followers and fans expect from the PUMA x XO
We’ve been building the XO brand for a long time now. It’s gone beyond product
and the PUMA x XO collab is an extension of everything we’ve been doing. For
XO, partnering with a powerhouse like PUMA and having the ability to create a
new aesthetic is an amazing opportunity.
4. What’s the over-all inspiration behind the PUMA x XO collection?
As my music evolved, my career evolved and my style evolved, but the bomber
jacket has always been a staple for me. It’s the first thing I designed. It was the
first thing we started with and the rest of the collection fell into place naturally.
5. The first drop, the PUMA Parallel boot, is a completely new silhouette.
What was the thought process behind this style?
Before even getting into design, I knew I needed something that I could wear
every day, something comfortable that I could perform in. There was a military
inspiration and the boot silhouette compliments that look, but it still has an
6. What pieces are you most excited for people to see?
All of it, but obviously since the first shoe drops in August I’m excited about that
because it will be the first thing people see from my collaboration with PUMA.
I’ve been wearing it on stage during my tour and it’s already getting a lot of
7. The second drop is collectively described as Deluxe Denim and we
know denim is a staple in your wardrobe. Can you describe the design
process and how you ended up with the perfect denim material and
8. Tell us about that Kimono Jacket which seems to be a
strong piece in the collection.
The bomber will always be my go to piece but I wanted to find a cool way for
it to evolve so we came up with the Kimono. We didn’t want it to be too big
of a departure from a bomber jacket so when we came to the idea of a
Kimono it was just different enough.
Denim is not a material that PUMA typically uses so we wanted to make
sure we got it right. We did so many different trials before we found the right