In recent years, PUMA has been all over social media with their new silhouettes featuring innovations such as their EvoKnit and IGNITE FOAM, as well as with the news of signing numerous key brand ambassadors such as Rihanna, The Weeknd, Kylie Jenner and Big Sean.

The latest introduction to the PUMA catalogue is called the Tsugi Shinsei. Using the Japanese words for “next” and “reborn”, this new futuristic silhouette is inspired by the unconventional design elements of Japanese architecture. They also draw inspiration from throughout the “East”: from the Lower East Side of New York City, to East London, to East Berlin, as well as to Shanghai and Tokyo, the cultural hotspots of the eastern hemisphere.

The upper consists of a variety of materials beginning with a mesh toe box, leather side panels on both the lateral and medial sides, elasticated branded heel wrap, as well as the full EvoKnit sock and collar. One of the most noticeable difference on this upper has to be the unique lacing system that PUMA has incorporated into this silhouette. Instead of the traditional lacing system down the middle on top of the tongue, this speed lacing system can be seen along the side panels and tongue, with the laces meeting at the top of the tongue to secure the ideal fit. PUMA is continuing their alternative lacing systems that they have previously shown on models such as the Disc, the Mostro, and the Speedcat.

The midsole is fitted with PUMA’s IGNITE FOAM, offering great comfort and flexibility, but what is truly noticeable is how they incorporated the technology differently on this silhouette allowing for an aesthetically pleasing visual. On previous models such as the EvoKnit IGNITE or the IGNITE Limitless, the midsoles can be seen as too performance-focused, whereas the midsoles on the Tsugi are much more suited for lifestyle looks. In addition to the IGNITE FOAM midsole, there are razor-edged rubber outsoles to help with the overall stability and comfort of the shoes.

The PUMA Tsugi Shinsei in two monochromatic colourways are available now at PUMA Lab Queen Street West, PUMA Lab Bramalea City Centre, as well as the PUMA Select at Footaction Eaton Centre. They are also available in two additional colourways, the Olive Night and the Gray Violet, on PUMA.ca! They will begin offering these at select Foot Locker & Champs locations starting May 4th as well.

Thank you to the team over at PUMA Canada for sending over this pair of the Tsugi Shinsei! These will be perfect for the summer in this triple white execution and they will be in constant rotation!