PUMA India teams up with Jaipur Rugs for Suede Sounds in Mumbai

MUMBAI: The Suede is getting a new soundtrack. PUMA India is teaming up with Jaipur Rugs to bring its iconic Suede sneaker into a distinctly Indian cultural setting through Suede Sounds, a two-day Listening Room experience in Mumbai.

Scheduled for 5 and 6 September, the experience will revive one of Mumbai’s iconic former music venues for a special weekend centred on sound, design, craft and the cultural legacy of the PUMA Suede.

The initiative marks a new chapter for a sneaker that has been part of popular culture for nearly six decades. Launched in 1968, the Suede has moved across generations and creative communities, building associations with music, fashion, street culture and self-expression.

PUMA said its latest collaboration with Jaipur Rugs draws on a shared appreciation for craftsmanship and materials. The tactile quality of suede and the intricate handcraft behind Jaipur Rugs’ products provide the common ground for the two brands, with music and design forming the bridge between their worlds.

The Mumbai venue, once closely associated with the city’s music scene, will be brought back to life rather than completely transformed. PUMA said the idea is to restore its role as a gathering place for the city’s music community, while placing the Suede at the centre of the experience.

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

Across the two days, visitors will encounter rare vinyl, live performances, bespoke decor and creative installations. Handcrafted Jaipur Rugs pieces will feature throughout the Listening Room, adding an element of Indian craft to the setting.

The programme will culminate in a headline performance by genre-defying musician Lifafa, who is set to debut his latest sound live at the event.

The experience will also allow guests to explore the craft behind the sneaker. Participants will be invited to work with suede and create personalised, handcrafted keepsakes, bringing the product’s signature material into the experience itself.

Commenting on the collaboration, PUMA India head of marketing Shreya Sachdev said the Suede and Jaipur Rugs share a legacy built around craftsmanship and longevity.

She said the sneaker’s relationship with music dates back to its adoption by breakdancers, graffiti artists and rap pioneers during the early days of hip-hop, and has continued to evolve across generations.

According to Sachdev, the Mumbai experience is intended as an Indian expression of what makes an icon timeless, bringing music, craft and design together through a deliberately curated space.

Jaipur Rugs managing director Yogesh Chaudhary said contemporary luxury is increasingly defined by authenticity, meaning and human connection rather than exclusivity alone.

He said the collaboration brings together contemporary creativity and centuries-old Indian craftsmanship, allowing Indian artisanship to engage with a global audience in a new setting.

The Suede Sounds experience follows PUMA’s broader strategy of building cultural worlds around individual sneaker silhouettes. The brand has previously explored the Speedcat’s motorsport roots through a ferry-based experience and celebrated the Palermo’s nostalgic character through Summer at Nani’s.

For the Suede, the next chapter is rooted in music, design and craft.

The sneaker itself is being reintroduced in India this season in three colourways: Cayenne Pepper, PUMA Black and Haute Coffee. The PUMA Suede is available through PUMA stores, PUMA.com and select retail partners across India.

From the streets to the listening room, PUMA is betting that a classic sneaker can still find a fresh beat without losing the rhythm that made it an icon.