A peek inside A$AP Rocky and PUMA’s New York throw down
Harlem native and fashion killa A$AP Rocky took over The Blond to see in his latest collection with PUMA. Couldn’t make it? We’ve got you.
Style
Words: Brook Aster
Photography: Matt Weinberger,
Maria Tsar
On Thursday 26th September, A$AP Rocky threw a major party at The Blond, just a block away from that same thoroughfare he titled his East Coast banger, Canal Street, after. Why? To launch the A$AP Rocky x PUMA collection, a collaboration that sees Rocky re-engineer the classic “Inhale” sneaker, as well as the anticipated (and limited) release of the “Mostro 3D” sneaker – so named for its angular, intricate 3D-printed design, which aired at the Mostro AW24 show during NYFW.
Beforehand, the man of the hour himself treated us to an in-person preview of the collection at his studio nearby. There, Rocky stood before the models, explaining the inspirations behind the designs. “You’re looking at what looks like a man who has been working on his car all day,” he said, referencing the automobile motifs.
At this point, Rocky announced that “We’re in the realm of quiet luxury,” flexing his pinstriped suit. He set a competition for everyone in the space to guess the designer behind his tailoring, offering up a $10,000 prize for the correct guess. Suddenly, he paused. “You know why you can’t?” he said. “Because this mother-fucker just look nice.”
After this flashy affair at Studio Rocky, we – and an army of fans and faces – cut through an alley on Canal Street, heading to the party. As we walked en masse, passers-by watched on, starstruck, Rocky’s Mostro billboard towering above. We arrived at The Blond, and the knees-up commenced. “It was like a pilgrimage or something,” one model said upon arrival.
Guests ascended the spiral staircase of the venue, greeted by a fully outfitted sushi buffet and chefs expertly rolling and slicing platters. Meanwhile, roaring fans sung along to Manhattan classics. Between the dance floor and the bar stood elaborate floral arrangements with sneakers and belts from the collection embedded amongst them. The offering features racing designs, primed with a worn-in, oil-slicked treatment, nodding to the grease monkeys integral to car culture. Think pre-distressed, PUMA spell-out polos, eggshell tanks, knee-pad incorporated jeans, and a studded, gem-buckle AWGE tool belt.
New York rap dominated the soundtrack for the night, with former AWGE creative director and DJ Robert Gallardo on the decks and a special set from A$AP Lou. Naturally, Harlem by Jim Jones got the loudest rap-a-long, as Rocky’s pals and supporters paid homage to his home turf. Rocky could be seen throughout the evening, flanked by his Mostro team. Elsewhere, we spotted it-girl jewellery designer Martine Ali, photographer Sophia Wilson and man about town, Cozy Raf.
At the end of the night, we stepped out onto the street, clocking a few hopeful fans reasoning with the bouncer that they were in fact on the guestlist. Down the street, the A$AP Rocky PUMA Mostro billboard shone, overlooking the exchange. All roads lead to Rocky.
