From music haven to top fashion hub for the style savvy shopper, Puffer Reds has embraced evolution at every step. The Detroit based brand has solidified its reputation as a leader in fashion retail with two physical stores in Wayne and Ypsilanti, plus a webstore that extends their reach globally. Now, Ken and James from Puffer Reds have taken their creative vision to new heights with an Adidas collaboration that weaves Detroit’s musical and cultural heritage into every stitch.

What would be the two things you would say young designers need to do to collaborate with a brand like Adidas?

Ken: Persevering is a big part of it, especially working with a group. You might run into some bumps, might be a little bit of disagreeing on designs, but to persevere through those problems and stay dedicated to creating something that’s bigger than you. At the end of the day, a project like this is bigger than us, so you’re representing something that’s representing more than just you. So staying and just persevering through any up and down.

What have you learned about yourself as a designer from being able to work with an international billion dollar firm?

James: I learned that even the smallest ideas have a place in the room, and so you shouldn’t really feel afraid to speak up. You have to realize you’re your unique self, so no one else is having that small idea that you’re having, so it’s important to get your idea out there because it could impact the project in a big way. Any small things where anyone wanted to speak up or add extra details, everything got incorporated in some way or another, or influenced another idea. That’s what I learned as a designer.

How would you describe the Puffer Reds brand?

James: I feel like we channel the community, and Puffer Reds is community above everything. So I feel like that energy that we’re getting from everyone around us, it’s really just this wave of what we give to the community, what the community gives back to us, and right now, this shoe is for the community. That’s what we’re trying to channel here.

Why is it important to stay curious in the design process?

Ken: Staying curious will cause you to ask questions. You may run into some that you don’t know about or that you’re just not sure about. So asking questions clarifies everything for you. For the materials, for example, we went there, they showed us different materials. There was one that was horse hair or pony hair, and you can’t necessarily use that in America, but they were showing us those things and just asking questions so that you can clarify different ideas and work through everything.

James: We learned while things were being designed, nothing is set in stone. Literally, one whole concept can turn into a whole other one with just a few questions and the right answers.

What story does the shoe tell through its design elements?

Ken: On the bottoms, we tell a story with Detroit on both shoes and the Lions blue. And then one shoe, we got Ferndale across the bottom because that’s where one of our stores is, and then Ypsilanti across the other one because that’s where the other store is.

We tried to use the upper to tell a story as far as history and music. So the stripes right here, they represent vinyl with that pattern and that texture, and then the silver, iridescent throughout. It’s like when you move it in the light, it changes colors like a CD, how a CD would if you moved it in the light, like the rainbow pattern. 

James: On both sneakers, we have the area code from the past here, 313 matched with the year 1979, and on the other side, we have 734 for our current area code and 2025. So we’re really trying to say I am wearing the history or the roots of Puffer Reds with this sneaker.

How does it feel knowing that young people will look up to you for creating this shoe?

James: I mean, it is a great honor. Just to have this as part of our legacy now, to add on to Puffer Reds’ legacy. I know Eric Williams, the owner of Reds, his son created the first Adidas collaboration that they had back in the past, and I know he feels really proud, people looking up to that creation they’ve made. I’m gonna hold this near and dear for sure.

Ken: It’s iconic, it’s really a surreal moment. Thinking of it just leading up to it was unreal, but then when we got the shoe in hand and then putting it on foot, it’s crazy that we had this big of a hand in creating our own shoe. You look up our name, the shoe probably come up. It’s kind of crazy. It’s super crazy to think about. And then Adidas is letting us control each element of the project as well. A lot of times you don’t get to see it from the creator side, you don’t get to see it from the marketing side, you don’t get to control it this much. 

If the two of you now had to come up with a rap group name given that you’re in that whole legacy of Puffer Red, what would it be?

James: Is it too cheesy to go with Track 45? The project was bigger than the two of us though. It was like seven or six of us. So all those bright minds coming together. If you’ve seen the footage that came out with I.O. visuals on our Instagram and our website, it shows a little bit of the team.

What’s on your playlist right now?

Ken: Three that’s on my playlist right now, I’ll say NBA YoungBoy Games of War. I’ll probably go with a little bit of old school, Just in Case, and Chicken P Hardest, that’ll probably be my three right now.

James: My three are Childish Gambino Real Love from his latest album, Childish Gambino Bonfire, and then Tyler, the Creator Ring Ring Ring.

What do you think about Tyler’s new album?

James: It’s definitely living up to his intention of it being a get up and move type of album. It offers a little bit of everything, and I think he’s really evolved from his roots. He’s definitely an artist that can play in the big leagues. I don’t think anyone ever really doubted him, but I wasn’t too hip on his music before Chromakopia, but I love all of Chromakopia as well.

If you were giving a graduation speech at Cass Tech, what three things would you challenge the next generation of designers to do?

Ken: For starters I would say to branch out. Explore options, don’t just go with the trends always. Try to branch out, do something to take you out of the comfort zone because then that’ll open your creativity and spark different ideas and make you get to something that’s really special.

James: I would say asking why. I gotta challenge you to ask why. If they tell you one thing, just find out why. Whether you’re okay with the reason or you’re not, but just to know why something’s happening and not really to just always go with the flow. Then three, always sketch.

Visit Puffer Reds at their two Michigan locations, 35002 W Michigan Ave, Wayne and 113 W Michigan Ave, Ypsilanti, or shop online at pufferreds.com. Follow their journey and latest collaborations on Instagram @pufferreds.