DIRECTOR OF DESIGN / 2025

A$AP ROCKY X PUMA

PROCESS

It all starts with an idea—a sketch, a concept, a story, a feeling. A bring back.

This project began in the archive—our playground. It was the play in the process, a space to dig into history, revive forgotten references, and reimagine the past. “Archival revival” became our foundation, set against today’s culture of “dupes”—imitations saturating the market.

The A$AP Rocky x PUMA collaboration aimed to challenge that. To explore what it means to be original in a world of copies.

Rocky’s personal style—what we call bio grotesque—informed the direction. A mix of eerie and playful, shaped by his love of films like Edward Scissorhands and Tim Burton’s worlds.

At the core was Mostro Gabbia—a story of chaos contained. Mostro (monster in Italian) represents raw, disruptive energy, while Gabbia (cage) is the structure holding it in place. This cage wasn’t just a frame—it was customized for the upper, designed in a frosted black finish to act like the shoe’s skeleton bones—but on the outside—amplifying the monster’s power without holding it back.

The shoe was the hero—bold, loud, impossible to ignore. Apparel and accessories followed as purposeful merch, designed to back up the footwear’s story.

My job was to guide & fuse PUMA’s legacy with Rocky’s vision, creating a collection that lives in the tension between past and future, monster and machine.