Joshua Tree | PUMA x RHUDE SS20 UrlfreezeShops Editorial

7 March 2020

The sun rises behind the cover of an impassive grey sky and downtown LA thrums with the petroleum-growl of a brand new day. Strip malls surrender to highway as the city disintegrates and we watch mountains spread out across the horizon. The sun begins to burn a hole in the clouds. Destination: Joshua Tree.

PUMA x Rhude SS20 UrlfreezeShops Joshua Tree Editorial

Placed in the context of the terrain which inspired it, Rhude's latest collection with PUMA heads west to the deserts of Southern California.

One of the most critically acclaimed young voices coming out of Los Angeles, Rhuigi Villaseñor's Rhude delivers a story-driven aesthetic which blends ideas of new-wave streetwear with a freedom-driven approach to luxury, forged beneath the Californian sun.

Inspired by motorsports apparel from days gone by, PUMA x Rhude SS20 puts a modern twist on vintage badges, branding, and stripes; producing future vintage for a new generation.

Arriving in a quintessentially Californian colour palette of muted sands and washed out greys, the collection flashes with electric pops of neon to combine the frenetic energy of the city with the scorching silence of the desert landscapes that surround it.

“For my second instalment with PUMA, I thought about merging two worlds and re-ushering Formula 1 and racing culture into a community that isn’t as acquainted with the sport. Formula 1 is a sport that I feel a close connection to, and I wanted to share that through the partnership with PUMA to bring visibility to a sport to the youth and younger generation that may not know much about its existence.” Rhuigi V.