For fans of quiet, sophisticated, low-key brand activations, PUMA’s takeover at the Notting Hill Carnival was probably best avoided. With every event this sportswear brand throws, it seems the big cat is purring with even greater ferocity—and as the new, super slick H-Street dropped in a special Jamaican colorway, NHC was really the only place to celebrate.
For lovers of decibels, shoes, and raucous community spirit, PUMA’s West London party was the place to be over the long weekend. A mega line-up of musical talent curated by none other than Usain Bolt blasted tunes into the streets across Sunday and Monday, accompanied by sneaker customisation, Caribbean food by the bucket-load, and a whole host of activities. If you were here and you weren’t overstimulated, we’d be impressed.
PUMA has a history for showing up at carnival—and showing up, specifically, for Jamaica. Back in 2003, PUMA embarked on a fruitful partnership with the Jamaican national track and field team, and the original H-Street (including a green, black and yellow colorway) was released as a track-inspired tribute to that link-up.
Fast forward to today, and low-profile silhouettes are rolling back into style, a Bolt x PUMA partnership still holds the 100m world record, and a Jamaican-inspired H-Street has landed once more, to the delight of sneaker fans. Naturally, we took it for a spin.
Our chosen test driver for PUMA’s new silhouette was Louis Culture, a South London-based rapper whose music fuses sharp and honest lyricism with genre-bending production. Not only are we blessed with his visual masterclass in styling the new H-Street, but Louis also has some takes about Carnival, PUMA, and the ideal London fit. We caught up with him as he got involved.
Tell us about this year’s carnival. Did you have fun?
I loved it. At Carnival, you always bump into everyone from your entire walk of life. Family members, friends, people from school. There’s just so much love in the air—and the music, I feel like it encapsulates so much of Caribbean culture and our heritage as well. It’s beautiful.
Why do you think it’s important that brands like PUMA get involved?
I think it’s just standing behind Carnival at a time when people have a lot to say about it. There’s always so much negativity being posted around it, or people threatening to take it away. I’ve always disliked that. I feel like it’s very important for brands that benefit so much from Black culture, from Caribbean culture, from African culture, to be beside us and support the community when we need that support more than ever.
How are you styling the new H-Street?
For me the joggers are kind of a recurring theme. Comfort is the main thing. But I also feel like I’m in search of the right shorts to compliment the shoes as well. Some of my shorts are too wide, or too oversized. I’m skinny, and the shoes are skinny, so I’ve got to find the right thing—proportion is everything!
And speaking of styling, what’s your go-to carnival fit?
Living in London, it’s normally techy. I never know if it’s going to rain or not, so I might come with a little windbreaker or something. Maybe shorts, sometimes a waterproof shoe… those are my main things. But also I try to have a little touch of the Guyanese flag or the Jamaican flag—a hint of pan-Africanism always. That’s where I’m at with it.
Describe PUMA in one word?
It’s not one word, but a friend to Jamaica!
Check out PUMA's new H-Street here.
