PUMA’s Breaker Sneaker Employs a Punk Ethos to Bring Classic Styles to the Modern Age
Creating a mural with DAIN to merge past countercultures with the new school.
Ever since the late ’70s explosion of punk and hardcore subculture, countless brands have looked to the massively-influential movement for inspiration for their collections. Breaking the traditional mold of “punk-influenced” products, PUMA revisits one of its classic court silhouettes and looks to the future of fashionable athletic wear for its new Breaker sneaker. A current Big Sean favorite, the new iteration commemorates world-changing ’80s New York and London countercultures.
To introduce the product and breathe life into its debut, PUMA has recruited a renowned artist known for his authentic commitment to masterfully merging past eras and contemporary cultural forces: NYC street art legend DAIN. “When you live in a city like New York, inspiration’s everywhere,” explains DAIN. “You don’t really have to look for it, it kind of finds you. Just walk along the streets: the walls, it’s the people — there’s just so much color, so much beauty, so much going on.”
Creating a special installation in Brooklyn, DAIN used the tools of his trade to artfully convey the Breaker’s guiding lights. The street art veteran turns the minimalist, straightforward sneaker into a vehement, vibrant tribute to the society-shifting crusades that led to the aesthetic and approach of most modern creative outlets.