The label that kickstarted a movement makes its release debut.

Used right, hashtags can claim a genuine kind of influence on the Internet (used wrong and your friends and followers will wish you’d never bothered). PUP is a product of the former; a women's streetwear label whose origins lie in a hashtag.

First witnessed on social media in 2013, #pleasejustdoit was a rallying call for women who demanded more from the trainer market; those for who traditionally ‘feminine’ shades (read: pinks, purples) didn’t cut it as far as a fashionable feature they might want on their crepes.

Three years after demanding a more expansive size range from brands (and with wins not only in the form of new editions but likewise the opening of Size?’s improved women’s division and stores like Pam Pam), today the movement has birthed the first physical products from PUP.

The full PUP line-up is comprised of both footwear and apparel (two pairs of trainers and three tops), boasting a palette of black, white, green and yellow.


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