By Melissa Koh

PUMA has just revealed the all-new TSUGI silhouette drawing the sensibilities and functionalities of Japanese design to perfect this latest footwear iteration.

TSUGI’ that translates to ‘NEXT’ in Japanese, incarnates the fusion of modernity, technology and traditions, bringing a new wave of aesthetic to progressive streetwear.

With TSUGI, PUMA extends its Sportstyle Running footwear design, pushing the boundaries of innovation.

Injecting its most innovative running cushioning technology, the IGNITE FOAM, into the new TSUGI range and placing it strategically under the foot-bed, ideal flexibility in the forefoot and cushioning in the heel ensures optimum comfort.

The first to drop from the range is the TSUGI SHINSEI, modelled by brand ambassador The Weeknd.

'SHINSEI' which in Japanese means 'reborn,' takes on this progressive philosophy a step further, with a unique lacing concept -- By pulling the lacing along the lateral and medial side of the foot, the wearer is assured of the right amount of fit.

The TSUGI SHINSEI also features a sock construction, nylon padded tongue and textile vamp for an ultra-snug fit. It also boasts of a minimal, contemporary style that’s beautiful and unique to the market.

The TSUGI SHINSEI Black and White colorways are now available in Singapore at PUMA retail outlets (Bugis+, Vivocity) and CK Tang Plaza (Orchard) at the retail price of S$209.

Succeeding drops and colorways will be available later this season.