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We can only imagine what ferment and atmosphere there was in New York in the 1970s: Hip Hop was taking its first steps on the streets of the Bronx and Harlem; the neighbourhoods were invaded by kids improvising breakdance and rap battles on every corner of the Avenues.
Luckily for us, documentaries, films, songs and streetwear collaborations can immerse us in those influences, paying homage to their cultural impact, like the third drop of the Puma x Rhuigi collaboration.
Rhuigi Villaseñor and Puma have launched their new collection, letting themselves be inspired by Hip Hop culture and NY, to celebrate the 50th anniversary of the movement that changed music, fashion, arts and society.
The #PumaxRhugi Capsule Collection consists of essential streetwear pieces, such as two T-shirts with an aesthetic and graphic evocative of the ’79s, a bucket hat with embossed embroidery, a double knee pants with a straight leg and elastic waist, and a track jacket with a retro cut that looks like something out of the Puma archives from the 1970s.Rhude is certainly not a partner chosen at random by Puma, now a forerunner of collaborations with names and brands for true streetwear connoisseurs, as in the case of Rhuigi Villaseño, Los Angeles-based designer and founder of the Rhude brand since 2015.
The Puma x Rhugi collection is designed to reflect on the way Hip Hop culture, for the past 50 years, has permeated society in a profound way, until reaching the mainstream and consequently, influencing the way ordinary people dress, even those who are not familiar with the scene.