Germany's Puma launches Creeper Phatty collection

Phatty stands for extra confidence and style. Rihanna’s vision was to bring the Creeper back but in a bold and culturally relevant way. The original Creeper launched back in September of 2015, a platformed version of Puma’s iconic Suede sneaker. This silhouette was named Shoe of the Year by Footwear News in 2016 and not only transformed sneaker culture but sparked Puma’s brand impact and relevance over the past decade.

The Crepper Phatty is wrapped in suede, with a padded and debossed formstrip, debossed Fenty logo on the tongue, laces with gold aglets, and a stacked gum sole. This drop offers three distinct colourways – iconic black and white, extra-bright blue and green, and lavender and cherry red, the company said in a press release.

“We took our OG Creeper and made it bigger and badder,” said Rihanna. “When designing the Creeper Phatty we wanted to reinvent the OG Creeper that was loved by so many. It’s a classic silhouette that has been missed, so its return had to be bigger.” 

As creative director, Rihanna’s second Fenty x Puma campaign, shot by Philippa Price who previously has shot for both Rihanna and Puma, explores the juxtaposition between a creep and a phatty attitude highlighting the oversized and bright elements of the shoe.

“The original Creeper changed the game for us,” said Maria Valdes, chief product officer at Puma. “We knew it was time to bring it back. This shoe has universal appeal and we’ve seen tremendous consumer excitement for the silhouette to return. We are excited to not only be able to build upon the existing silhouette with the Creeper Phatty but also expand our offering to the entire family.”

Fibre2Fashion News Desk (RR)