x Rhude CELL ENDURA
The introduction of Puma’s CELL technology marked a radical departure from the status quo in running shoe construction. Molded, Polyurethane Elastomer cells, allowing for fine tuned performance optimization and a longer life span, replaced industry standard EVA foam.
The 1998 Cell Endura is a silhouette up to the task of showcasing this technological innovation. Even by the standards of the day, the Cell Endura is a bold, envelope-pushing piece of design. A stylishly chunky, round build, layered mesh, leather and suede construction, bridged sole, visible tech windows, multiple laces, and minimized form stripe branding make for a particularly distinctive look, even after 21 years.
Los Angeles clothing label Rhude brings its streetwear infused brand of cultured minimalism to the aggressive tech design of the Cell Endura. An airy, neutral, ‘Sundry’ colorway inspired by a traditional Filipino dyeing technique taught to label founder Rhuigi Villasenor by his mother, is rendered in leather and mesh, with a conspicuously dip dyed effect. Embroidered branding embellishments add to the refined aura, while mint green accents at the heel provide a performance inspired color pop.
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