PUMA Debuts Its CHER'17 Collection in Ukraine for the First Time: Iconic Suede Sneakers with a Distressed, Paint-Splattered Finish

Sports brand PUMA has unveiled its joint collection with local fashion label CHER'17 on the Ukrainian market for the first time. According to lifestyle project Wave RBC.UA, this is one of the largest international collaborations in the company's entire history. At the heart of the joint release are reimagined iconic PUMA Suede sneakers, given a deliberately "lived-in" and imperfect look with a distressed effect, paint splatters, and signs of wear.

The "No Plan Is A Plan" Concept

The collection is called No Plan Is A Plan, which translates as "No plan is a plan." Its concept is built around spontaneity, unpredictable situations, and moments when reality suddenly alters a carefully planned scenario. It is precisely the idea of embracing chance that became the foundation of the design: the CHER'17 team reinterpreted classic PUMA silhouettes, giving them a deliberately imperfect appearance. "Modern life demands improvisation: many processes really do go 'off plan.' So we decided to dedicate our collaboration to this spontaneity and expressed it through a fresh take on classic PUMA models," said CHER'17 creative director Tetyana Parfileieva.

Reimagining the Iconic PUMA Suede

One of the key elements of the collection is the iconic PUMA Suede. For the joint release, the model received an unusual treatment: the shoe's surface features paint splatters, scuffs, dirt marks, and a peeling-finish effect. Rather than hiding the traces of an active life, the designers made them the main detail — what is usually perceived as a flaw or a sign of wear has been turned into an element of the collection's aesthetics. The release's visual lineup is complemented by T-shirts printed with footprints and the signature "PUMA x CHER'17" sign.

Sporting Heritage and a Local Vision

According to PUMA representatives, the partnership is a striking blend of the brand's sporting heritage and a bold local vision. "We are always open to experiments and to finding new meanings in the classics. The collaboration with CHER'17 is a vivid combination of PUMA's sporting heritage and a bold local vision," noted PUMA brand manager Olga Tyshchenko. Thus, the collaboration pairs PUMA's recognizable sporting DNA with the distinctive aesthetics of the Ukrainian brand, turning imperfection and chance into the main accent of the look.

From a Kyiv Showroom to International Collaborations

CHER'17 is a Ukrainian fashion brand founded in 2017 by Tetyana Parfileieva and Ivan Kryshthal. It started as a small Kyiv showroom called Cherry Land, which later grew into a full-fledged clothing brand; the "17" in the name refers to the year the company was founded. The brand has grown from a small showroom into a retail chain and actively develops collaborations and in-house production. "We are proud to be the first Ukrainian brand to collaborate with PUMA. This is yet another step in CHER'17's development, one that opens up opportunities for us at the international level as well," added the brand's co-founder Ivan Kryshthal.

The Significance of the Collaboration for the Market

For CHER'17, the partnership with PUMA is an important step in the brand's development and its move to a broader international level, while for PUMA it is one of the largest international projects in the company's history. The joint collection shows how a global sports brand and a local Ukrainian fashion house can combine heritage and spontaneity, turning chance and "wear" into a deliberate aesthetic gesture.