SLEEK spoke to Neli Ernst, Senior Footwear Designer and Lois Ash, Product Line Manager Footwear at PUMA about their new fun and colourful Suede MAYU sneaker.
We wanted to find out how you were able to create such a joyful look and, because our current print issue is all over the topic, how desire played a key role in the process.
Neli: When I was still studying, I did a semester abroad in Israel where my professor said “a designer is a problem solver”, meaning it’s not about emotion but problem-solving. Now that I have worked for PUMA for 6 years, I realize it is both: emotions and the needs of the consumer: What do they want? What is new? MAYU, was a design-led brief. We, the design team came up with the idea. We thought about i.e. the silhouette; how can we make this more playful, emotional and joyful? The result was unexpected and it truly grew from emotion and doing something fun and new with the brand, so as to be an inspiration for consumers. The Puma Suede Mayu takes its inspiration from exaggerated silhouettes of this season, by interpreting a Puma classic in a brave and irreverent fashion.
Lois: Desire and passion influence our work a lot. Most of the people in our team are international and everyone has a different personality and background but what we share is passion. Every season we think about what we can do better, how we can push things forward and introduce newness, and take up space. Also, our consumers are different everywhere, so we have to stay flexible while catering to different cultures all around the world.
With all the factors that go into designing a new product, how long does the whole process take?
Neli: It took us a moment to convince the team but it’s always in close communication with each other. We take trips for inspiration to museums for example. You can get inspired by anything really. Step by step we get closer. Usually, it takes about one and a half years.
Lois: This project was one of those things that just fall into place. For a moment, we thought it wasn’t the right time and we waited a year. But now was the perfect time for this style to come about. It’s full of PUMA DNA and so, easy to bring to life for our consumers.
We can’t agree more on the fun and joyful bit over here at SLEEK – but see for yourselves! The PUMA Suede Mayu is available to purchase from Puma.com as well as select retailers from 22 April 2021.