Global sportswear powerhouse PUMA lit up Seoul’s creative scene with an unforgettable launch experience for its much-anticipated H-Street sneaker, marking a bold step forward in the brand’s Future Archives series.
Held at the avant-garde Layer 41, the four-day activation blends streetwear, archival fashion, and youth culture, paying tribute to the brand’s iconic low-profile silhouettes. Guests were immersed in a gallery-style experience reimagined with retro track-and-field elements, celebrating both heritage and the future of design.
The launch’s undeniable highlight? The appearance of PUMA Global Ambassador and K-pop icon ROSÉ, whose presence set social media ablaze and drew fans and fashion insiders alike. Dressed effortlessly in a custom PUMA look, ROSÉ embodied the edgy, forward-thinking spirit of the H-Street line.
Joining ROSÉ were South Korea’s rising stars — Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee — as well as the brand ambassador of Thailand, Win Metawin, each interpreting the H-Street in their signature styles. The soundtrack of the night was curated by Ring Seoul, known for pushing boundaries in Seoul’s post-pandemic club culture.
The event served as a cultural convergence, with installations curated by Inside Tag and Cold Archive, alongside contributions from Korean artists, local magazines like Eyesmag, and designers that reflect the city’s vibrant creative identity.
Open to the public from May 16 to 18, the PUMA H-Street activation celebrates expression, innovation, and the community spirit at the heart of Seoul’s style evolution. As PUMA x ROSÉ continues to shape global fashion culture, this launch cements H-Street as a symbol of movement — both literal and cultural.
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