Puma Launches H-Street in Seoul-Indonesia’s latest viral

VIRALTERKINI.ID, JAKARTA-Puma’s global fashion and sports brand reiterated its existence as an innovative streetwear pioneer through the launch of the latest shoe collection, Puma H-Street, in an exclusive event titled Future Archives in Seoul, South Korea. This moment not only displays the transformation of legendary shoes from the 90s, but also cooperates with Isyana Sarasvati, musician and fashion icon from Indonesia, as a representative of Southeast Asia who gives local colors on the global stage.

This event was also a meeting point between the classic heritage of PUMA and the new generation of creative energy, making Seoul – a city known as a world trend barometer – as a location for the right launch. H-Street itself is an evolution of Puma Harambee, iconic running shoes from the 1990s which is now reborn in lifestyle format with a more modern, dynamic and brave design approach.

As the Puma Indonesia brand ambassador, the presence of Isyana Sarasvati is not just a celebrity performance, but a form of strategic collaboration to elevate Indonesia’s representation in the realm of international fashion. Isyana’s edgy and authentic personal style becomes an ideal reflection of the spirit of Puma: dare to express themselves without limits.

“I am very happy to be part of the launch of Puma H-Street in Seoul. The design is unique, comfortable, and still feels classic even though modern. This is a type of shoe that can be worn everyday, but still stylish,” said Isyana.

In the event, Isyana appeared captivating with a neutral nuanced Puma apparel, creating an effortless appearance that remained relevant in Seoul’s creative atmosphere. The successful outfit choice shows how Puma H-Street can be a flexible fashion item for various styles.

This launch is also designed as a collaborative stage. Various creative entities are present, ranging from cold archive, eyesmag, to the Seoul ring that offers art installations, shoe costumization workshops, to musical performances. Their presence forms a synergy between fashion, arts, and young cultural expressions that are the main strength of the Puma brand.

“We not only sell shoes, we build stories and communities. Future Archives is a form of Puma’s commitment to continue to celebrate history while encouraging global fashion innovation limits,” explained Richard Teyssier, VP Brand and Marketing Puma.

Puma H-Street will be officially released and available in Indonesia starting June 28, 2025, with a distinctive retro-modern color variant. This collection is only available exclusively at Atmos and Our Daily Dose outlets, with limited quantity. Sneakers and fashion enthusiast fans certainly don’t want to miss this collection.

This launch confirmed Puma’s steps to continue to combine local identity and global stage. By cooperating with talents like Isyana Sarasvati, this brand proves that fashion no longer recognizes national boundaries. Each collaboration is an opportunity to speak more broadly, and each step is part of a larger story: Street style evolution story that is inclusive and colorful. (ma)