Brand of the moment: Ever the innovator and fan favourite, Puma are back at it again with the newest silhouette to their distinguished collection, the TSUGI SHINSEI.

Taking inspiration from their own performance heritage, Puma have developed a runner that is not only contemporary and effortlessly cool, but contains their award winning IGNITE running technology. All of this brings together a shoe that is street-ready and insanely comfortable.

Japanese influences are injected into the aesthetic and with TSUGI meaning ‘NEXT’ and SHINSEI ‘REBORN’ Puma are truly re-defining what it means to be progressive and it shows. We loved the white colourway and as seen from the imagery, J makes it look fresh with black cargo pants and a wavy Puma Souvenir Jacket.

Go cop yours today and #RUNTHESTREETS