PUMA's New Mostro Launch Took Trance to Tokyo
The new PUMA Mostro is bright—seriously bright. With its spiked sole, velcro straps and wild new colorways, the updated shoe is aesthetically positioned somewhere between a candy bar and a spaceship, with a radioactive lick of paint. Naturally, only the most futuristic of launches would suffice for such a hyperactive sneaker—and PUMA's recent event did not disappoint. Following the brand’s much-hyped activations in Milan and New York (the latter featuring a performance from experimental pop artist Eartheater), as well as a viral campaign starring A$AP Rocky, the sportswear trendsetters took the party to Tokyo. The result? Well, in a city which matches its luminosity, and on the feet of some of Japan’s most fashionable, the new Mostro looked—unsurprisingly—right at home.
On Cat Street in Tokyo’s Harajuku area, a favourite spot of the city’s well-dressed young people, visitors of the conceptual Mostro pop-up grabbed their favorite pairs of sneakers from glowing PUMA ‘fridges’. The opening of the event, which was exclusive to Japan ahead of the shoe’s global launch, was soundtracked by Evian Christ, electronic musician du jour who found fame producing for the likes of Kanye West and Travis Scott. With his shiny, distorted style of euphoric trance, Christ’s presence took the loud, sci-fi theme of the experience to a new dimension.
If that’s not in-your-face enough, consider the origins of the Mostro. Taking its name from the Italian word for “monster,” it draws inspiration from ‘60s sprinting spikes and ‘80s surf shoes. Not exactly library wear, then. Everything about this new pair of sneakers—from the inspiration and design to the launch event—is truly and brilliantly outlandish. Color can be a risk, but it’s a risk worth taking.
Go on, live a little—get new Mostro here.
