FashionWhat Went DownWhat went down when Puma took the H-Street to SeoulThe sportswear brand took over the South Korean capital with a little help from RoséShareLink copied ✔️May 20, 2025FashionWhat Went DownTextDazed Digital Seoul is thriving and the latest stride in Puma’s Future Archive series was yet another example of this. Set in a city where tradition meets technological innovation, it perfectly mirrored the initiative’s ethos of revitalising classic designs with a contemporary kick. The four-day activation hosted at Layer 41 became a cultural hub where creative collaborators came to mix and play. And, if you were really lucky, you might have even got a sneak peek of Rosé, who stopped by for a pit stop. Alongside an installation that went through Puma’s archive, DJs threw mini raves with sets from local talent, plus workshops that were open to the public. Here’s what went down when Puma took the H-Street to Seoul. BACK TO THE FUTURE (ARCHIVE) Puma Puma’s H-Street launch is a continuation of its Future Archive series. This initiative strategically revisits significant designs from Puma’s extensive history, reinvigorating its more classic silhouettes with new and contemporary elements. Seoul served as a fitting location, drawing together local youth and notable talents including Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee. ROSÉ IN YOUR AREA Puma Rosé’s presence at the pop-up (considering her significant global influence as a member of Blackpink) was surprisingly understated. Her entrance was almost subtle; she appeared quietly from a fire escape, giving the impression of any other attendee. Her minimalist monochrome outfit was a stark contrast to the bright neon green of the signature H-Street sneakers she wore. When asked to summarise Seoul in three words, she offered: “Cultured, fun and warmth – warmth because I feel like the people here are very loving.” SOMETHING FOR EVERYONE Puma This four-day immersive activation was staged at the retro-futuristic studio Layer 41. Inside, Puma had curated a mix of creative collaborators. Tag, the vintage archive run by George Roberts, alongside Cold Archive, a local creative community, brought their distinct perspectives to Seoul with an installation of archival pieces and engaging community-focused events. There were custom t-shirt printing booths, gifting suites, nail salons, hair styling and even workshops with pulse-setting publication, Eyesmag.