PUMA Laundry Boys

For a special release of the PUMA GV Special, I was brought in by Jacob Ainsley, the creative mind behind “The Laundry Boys.” His concept reimagines the Dassler brothers as the original “Laundry Boys,” a nickname given to them for delivering laundry around their hometown.

Jacob introduced me to the concept behind the shoes. PUMA planned a series of releases focused on treatments that help your favourite sneakers stay your favourite for longer. The first release was the GV Special. Originally launched in 1983, the silhouette was reissued with a resin coated upper designed to repel scuffs and dirt. The result was a pristine white sneaker built to stay clean. This functional detail became the foundation for the narrative “KEEP ’EM CLEAN.” The challenge was to build a world around the product that not only informed but also immersed the audience in The Laundry Boys universe, something Jacob had already been developing for a future season.

Jacob suggested drawing inspiration from vintage laundry detergent packaging, and I developed a storytelling system rooted in that nostalgia. Building on my experience creating sneaker narratives through Stampsolector, he encouraged the same playful approach here. I created copy and design cues reminiscent of mid century advertising, from the strapline “KEEP ’EM CLEAN” to layered messaging that answers “Who are the Laundry Boys?” and hints at the mystery of “What are they up to in that basement?” It is definitely not laundry.

Material choices played a key role in reinforcing the concept. We used uncoated paper to echo the tactile quality of classic detergent boxes and included subtle details like a custom kiss cut shape along the side, similar to those found on laundry powder packaging for controlled pouring. These elements added depth to the storytelling and collectability to the final piece.

The result is a project that merges product storytelling and packaging design to create a fully realised narrative experience.

One of my favourite projects.