PUMA UNVEILS LIMITED LONDON EXCLUSIVE COLLECTION AT NEW FLAGSHIP STORE ON OXFORD STREET

Global sports brand PUMA launches a new London Exclusive collection to celebrate the opening of its London flagship, introducing a series of limited-edition pieces that blend British heritage with contemporary sport-culture design.

Designed by Heiko Desens, PUMA’s Vice President Creative Direction & Innovation, the collection pays homage to London’s community spirit and distinct cultural identity. Featuring reimagined British icons including a modern interpretation of the Union Flag and premium Harris Tweed detailing the collection merges traditional craftsmanship with PUMA’s forward-leaning design language.

Crafted with signature materials and elevated finishes, the collection includes apparel and footwear that bridge performance and style. Key pieces include a reinterpreted PUMA Sprint silhouette featuring Harris Tweed panelling, as well as outerwear staples tailored for everyday wear with a modern luxury edge.

Available exclusively at the London Flagship Store, the limited run positions the capital as the only destination to access the collection, underscoring PUMA’s continued commitment to local storytelling and culturally rooted design.

The PUMA London Exclusive Collection drops November 25th at the London Flagship Store. PUMA Store address: 376-384 Oxford Street, London, W1C 1JY.

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