Puma and brand ambassador Lauren London have announced plans for a Forever Stronger apparel and shoe capsule, a tribute to Los Angeles and Nipsey Hussle‘s (real name Ermias Asghedom) enduring legacy. Designed as “a physical representation of strength, perseverance, authenticity and love,” the collection reflects London’s own effortless West Coast approach to style.
The Forever Stronger capsule includes a black hoodie, white t-shirt, hoodie, and a classic black and white Puma Suede sneaker with Forever Stronger prominently embroidered in script on the shoe. The hoodie and t-shirt feature a tiny blue heart, a representation of Hussle that serves as a reminder of where London came from and where she is going.
“I am so grateful and proud to drop my first collection with my Puma family,” said London. “I wanted to make sure that each piece was authentic to who I am and my style. This collection expresses a constant reminder that through it all, no matter what happens in life, may we be Forever Stronger. Looking forward to more to come.”
While London has appeared in multiple Puma and Marathon Clothing campaigns and tributes to Hussle following his death in March 2019, the Forever Stronger effort with Puma marks her first collection with the brand.
Starring London, the shoot was photographed in Los Angeles locations, the notable Simply Wholesome Restaurant & Store, a Black-owned business that has been serving the L.A. community since the early ‘80s.
Priced form $30-$75, the co-created Forever Stronger capsule will launch on puma.com at Puma’s New York flagship store, The Marathon Clothing, Shoe Palace, Champs, Foot Locker and more on June 25, 2021.