---

Ever since reviving their CELL Endura sneakers in 2018, PUMA has kept the momentum going with a set of collaborative releases with popular imprints like Blends and SANKUANZ. The next in line is premium streetwear label, RHUDE, who has used this opportunity to share its Filipino roots.

Its founder, Rhuigi Villaseñor, was born in the Philippines but would later immigrate to Los Angeles during his early childhood years. RHUDE was later launched in 2015 and it has since become recognized as one of the best emerging labels. Their collaboration with PUMA marks its first major partnership.

To celebrate this, Villaseñor decided to dedicate RHUDE x PUMA’s first sneaker drop to the Philippines and he travelled back, after 18 years, to the country for inspiration. It was in his former hometown where Villaseñor and his team photographed the campaign images of their CELL Endura.

The all-new colourway, which is dubbed “Sundry” pays homage to a traditional dyeing technique that Villaseñor’s mother used to perform before the family moved to the United States.  

There is no escaping the CELL Endura’s retro vibe but this is countered with an overall minimalistic application by RHUDE. The beige upper is accented with subtle touches of wear across the midsole, accompanied with an embroidered “Forever Faster” on the toe box. At the back of the shoe, you’ll spot original CELL PUMA branding on the heel in a bold menthol blue.

Originally introduced in 1998, The CELL Endura by PUMA provided stable cushioning for the wearer thanks to its patterned hexagonal cells within the TPU unit of the sole.

The RHUDE x PUMA CELL Endura “Sundry” will release on March 2nd at select PUMA retailers and online at PUMA.

---

Words: Jon Carlo Tapia