Shop the new PUMA x Squishmallows collab for the cutest shoes yet
Just when you thought your sneaker rotation couldn't get any cozier, PUMA and Squishmallows are back — and they've brought the full Squad with them.
In a follow-up to their debut partnership, the two cult-favorite brands have returned with an even more playful, plush-ified drop that blurs the lines between comfort and culture. This is both a full-blown sneaker release and a sensory experience, which we're all here for.
In short, it's a tactile celebration of softness reimagined through PUMA's most iconic silhouettes. Each shoe in the new PUMA x Squishmallows collection takes inspiration from seven beloved characters in the Squishmallows universe, transforming fan-favorite kicks into walking tributes to these cuddly icons.
Think: pastel hues pulled straight from your favorite plush toy, fuzzy textures that look — and feel! — like a warm hug, and character details so accurate, you'll half expect your shoes to squeak. From Cam the Cat's cool neutrals to Fifi the Fox's electric flair, every pair is a love letter to softness and self-expression.
But this collab is more than just cute aesthetics. At its core, it's a strategic fusion of nostalgia, community and style — a bold move by PUMA to tap into the ever-expanding lifestyle appeal of Squishmallows, whose squishy charm has captivated everyone from Gen Z collectors to adult comfort-seekers.
In a fashion landscape that's leaning harder into personality-driven drops, this collection delivers something truly original: sneaker culture, with a side of serotonin.
It also marks a shift in how brands are thinking about 'fun' in fashion. While high-end streetwear often leans into moody minimalism, the PUMA x Squishmallows collab makes the case for maximal joy. Each shoe feels like a character study, carefully designed to embody the spirit of its Squishmallow muse while remaining unmistakably PUMA.
PUMA
Squishmallows and PUMA are back once again to bring you the world's most ultra-soft-inspired collab. Introducing the one that started it all: Cam the Cat. The Easy Rider Cam is for true fans of this calico companion, featuring a custom lace charm, unique Cam graphics and a multi-color Formstripe that resembles Cam's signature spots.
PUMA
This PUMA x Squishmallows collab is a real sweet treat. Meet the Palermo Maui: inspired by the sweetest Squish you've ever met, these Palermos are covered in all things Maui, clad with a pineapple pattern on the Formstripe, a lace charm of Maui herself and custom graphics all over.
Below, find other shoes to shop now that are part of the PUMA x Squishmallows collab:
Rebound Layup SL Graciela
Find your inner peace with these shoes inspired by yoga-loving Cactus Graciela. This special edition of the Rebound Layup has a custom Graciela lace charm, flowers details and Graciela's prickly pattern on the upper.
Carina 3.0 Ingred — Available in PUMA stores
This special pair of the Carina 3.0 is all about Ingred with a custom lace charm, cow-spotted Formstripe, and tie-dye details on the upper.
Rebound Femme Junie — Available in PUMA stores
Ever laugh so hard your sides split? Then you know how Junie feels. Here, she gets her own pair of the Rebound Femme in multiple shades of banana yellow and a custom Junie lace charm right on top.
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Mantz says part of the reason she started her community for Gen X women was to try to get them to make a little more noise and get themselves into positions of power, despite their low-key inclinations. One part of the Gen X wealth story is they really took a hit from the financial crisis in 2007, 2008, at a time when they were just starting to build wealth. "We're having to shift gears. We are being forgotten. We're being taken for granted," she says. "We are such a strong and steady force at work, and if we don't start changing the way we amplify our generation, we will continue to be overlooked." Gen Xers also aren't particularly happy, and again, not just because they're middle-aged. Frank Infurna, a psychology professor at Arizona State University, tells me that Gen Xers in the US are reporting higher levels of loneliness, more depressive symptoms, and poorer physical health than other generations. He says their cognition is worse, too. He chalks it up to a variety of factors. 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"They have recovered since then, but it took a long time for them to catch back up to where baby boomers were at the same point in their life." The vibe from Gen Xers on their neglected status is mixed. On the one hand, a lot of them are fine doing their own thing. On the other hand, it's not particularly fun to have your experiences constantly erased from the narrative. It's not the case that Gen X hasn't left its mark on American culture. I think there's an argument to be made that in many ways it's more significant than boomers and millennials, but much of what Gen Xers have contributed doesn't get pinned to their age as much as other generations. " Friends" is Gen X, but nowadays doesn't really code as such. The same goes for " Buffy the Vampire Slayer" and " The X-Files" and " The Fresh Prince of Bel-Air." They don't feel as generationally specific as, say, " Girls" or " M*A*S*H." Angelina Jolie is Gen X, as are Jennifer Aniston, Ethan Hawke, Will Smith, and we'll count Brad Pitt, too. We see them as the big movie stars, not the big movie stars of a certain era or age. Facebook's cofounder Mark Zuckerberg: solidly millennial. Apple's Steve Jobs: boomer. Google's founders, Larry Page and Sergey Brin: Gen X, which I bet you never even thought about. To be sure, this isn't true in every arena. Beck, Nirvana, and Pearl Jam epitomize Gen X music culture, like Taylor Swift and Beyoncé do millennials these days. Gen X also got a bit of a nostalgia hit over the past few years, which millennials are only getting a taste of now and Gen Z is about 10 years away from. This may be the millennial in me talking — after all, Gen X teens were my "cool kids" growing up — but Gen Xers getting to fly under the radar does seem like a solid deal. Maybe they're not managers at work, but middle managers are getting phased out anyway, and besides the pay, being in charge of everything doesn't seem that awesome in terms of actually enjoying life. They don't get blamed for ruining everything like millennials do because they eat avocado toast, or Gen Zers because they stare weirdly. Gen X has a sort of soft power that comes with people not paying attention to you all the time. And they got to experience life before the internet, which, what a joy! They know how to adapt to technology, but they're also aware it can be tricky. "Before we got the internet, we got Terminator," Salmon says. Perhaps Gen X is finally about to have its moment in the sun, politically, culturally, etc. The '90s are making a comeback, after all. If not, whatever.
