Lauren London is making us fall in love with PUMA all over again as their newest brand ambassador. Their highly anticipated capsule, Forever Stronger, is finally here!
This collection is personal to London, as the collection is inspired by her hometown of Los Angeles. The authenticity of this first collection was able to express her creativity freely. “PUMA was really amazing to work with,” she says. “It’s a very respectful work environment. They allow me to be myself and they give me the creative freedom to do what I want. They feel like more of a family than a business partnership—I just love them.”
The aesthetic of the collection is cool, comfortable, and timeless, which really focuses on her personal style. The Forever Stronger collection got even more personal when we saw a special touch on the hoodie and tee was included. A tiny blue heart, which is a special representation of the late Nipsey Hussle, will be included on pieces that are purchased by the public. This small touch serves as a reminder of “where London came from and where she’s going.”
London explained “I like for the clothes to work for me in any moment. I spent years in uncomfortable clothing thinking I had to because of the industry I was in, I had to do that. As time went on I realized I didn’t need to and my style just evolved.” She continued, “When I think of L.A. fashion I think about growing up, going to the Slauson swap meet, buying gold, buying bamboo earrings, buying a track suit and long fly nails with a good French tip. I still rock all of that to this day.”
The full collection can be found on PUMA.com, at the PUMA NYC Flagship store, The Marathon Clothing Store, Shoe Palace, Champs, Foot Locker and more with retail prices ranging from $30–$75.