PUP has announced the launch of its first women’s streetwear pack. The pack consists of limited edition sneakers in two colourways and three items of apparel; t-shirt, long sleeved t-shirt and sweatshirt. PUP is a women’s streetwear brand born out of London. Their streetwear pack has been designed for city-living women by city-living women, choosing silhouettes and colourways that work with busy lifestyles. The brand was founded in 2013 as an online movement aimed to shake up the women’s sneaker category. Back then, the majority available for women were the ubiquitous pink and purple and many limited edition releases were only available in men’s sizes. PUP initially launched as a fantasy online shop showcasing all the best men’s sneakers desired by women with smaller feet. Through the hashtag #pleasejustdoit the brand used the power of the internet and social media to show the interest and demand for more colourways in women’s sizes. Within its first ten days the movement generated over 140,000 online impressions, receiving support from both women and men across the globe. Through its global press coverage and substantial grass roots support across social media and the web, PUP managed to bring to light the demand for equality across the women’s sneaker category and retail opportunity, ultimately becoming a key player in promoting more designs in women’s sizes.

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