This collection expresses a constant reminder that through it all, no matter what happens in life, may we be Forever Stronger.вЂќ вЂњI wanted to make sure that each piece was authentic to who I am and my style. вЂњI am so grateful and proud to drop my first collection with my PUMA family,вЂќ said Lauren London. The collectionвЂ™s lookbook was also shot around various sections of Los Angeles and features neighborhood landmarks like Simply Wholesome Restaurant & Store, a Black-owned business that has been part of the the L.A. The вЂњForever StrongerвЂќ hit returns on the collectionвЂ™s white tee and black hoodie - alongside a tiny blue heart on each pieceвЂ™s sleeve for a nod to the late Nipsey Hussle, LondonвЂ™s longtime boyfriend. ItвЂ™s a way to pay homage to the health and the welfare they extend to our community.LondonвЂ™s Suede collaboration is done up in black with a flat white Formstrip, a debossed вЂњForever StrongerвЂќ stamp on the lateral heel, a special co-branded tongue tag, leather tongue and collar linings and a white midsole. And it was about paying respect to a place that deserves their flowers. Simply Wholesome was an organic choice for me and I still go to this day. ItвЂ™s a Black-owned business and you know, after the pandemic, we really wanted to highlight it in the visuals for this campaign. I think the year I was born was when Simply Wholesome opened. With the T-shirt you can work out in it or tuck it in your jeans and go out.ДЄnd I see you shot the campaign in front of Simply Wholesome, the Black-owned restaurant in Los Angeles. You can just put it on and wear it any time.

I didnвЂ™t want anyone to have to think hard about it.

My style was very comfortable and simple and I just wanted to create pieces of clothing you could wear every day and dress it up and down. I wear them every day or almost every day. IвЂ™m always telling Puma to just send me Suedes. Tell me a little bit more about the thought process behind the pieces that youвЂ™ve made with Puma? And Forever Stronger is such a message that is really authentic to me.вЂќ

We wanted it to be authentic and for it to mean something. вЂњWe didnвЂ™t want to make a blank announcement. вЂњPuma was so caring and respectful and very gentle with me and gave me the creative freedom to choose my collaborators and control how I wanted to announce the partnership,вЂќ says London. In the video, which was created by London, directed by Danny Williams, and edited by Matt Tolkin, London recites a poem written by NipseyвЂ™s sister Samantha Smith and takes the viewer through the streets of Los Angeles, which is where sheвЂ™s from and where she built a life with Nipsey. London picked up the baton with a powerful campaign video that was released in December 2019 announcing the partnership. London started working with Puma in 2019 following the death of artist Nipsey Hussle, her partner and the father of her child, who had an existing relationship with the company through his brand The Marathon Continues. And itвЂ™s easy, simple pieces you can wear.вЂќ вЂњItвЂ™s just for you to walk around with a message that can remind yourself or somebody else thatвЂ™s reading your hoodie or your T-shirt. вЂњForever Stronger is an affirmation,вЂќ says London over the phone. ThatвЂ™s what Lauren London calls her Forever Stronger collection with Puma, which drops on Friday, June 25.

Forever stronger puma