PUMA and Jaipur Rugs partner to merge streetwear with Indian craftsmanship

PUMA India has announced a collaboration with Jaipur Rugs titled ‘The Legacy Lives On,’ merging streetwear aesthetics with traditional Rajasthani craftsmanship. The partnership translates the visual identity of the PUMA Suede sneaker into a collection of handmade rugs and footwear, utilizing a color palette of brown, dusty pink, ochre, and sand.

To celebrate the alliance, a two-day ‘Suede Sounds Listening Room’ experience will be held in Mumbai on September 5 and 6. The event will feature rare vinyl, live performances, and bespoke decor using Jaipur Rugs. The program is set to culminate in a headline performance by musician Lifafa.

Jaipur Rugs, founded in 1978, works with over 40,000 artisans across 600 villages in India, 85% of whom are women. The collaboration aims to connect PUMA’s historical association with music and street culture to the enduring legacy of Indian textile traditions.