Alpha Industries x Ruff Cycles Unveil E-Bike Collaboration at PFW SS26

Throughout the experience, installations and product displays untangle Velum’s evolution from concept to sneaker. The space opened June 25th with an invite-only gathering, followed by a public pop-up at 12:00, where 100 pre-release pairs of the Velum will be available exclusively. Bembury himself was on hand to greet guests and sign the first pairs of his new collaboration. The space then opens to the public across three days.

Inside, guests are invited to step directly into the mind of Bembury, a universe where nature and machine are in dialogue. At the center is a futuristic lab, a space where the Velum is displayed as an artefact under observation. Mixing Bembury’s signature design language and love for organic shapes with PUMA technology, the Velum spills beyond the shoe and takes over the entire environment: organic textures emerge from the walls, ripple beneath the floors, and extend overhead.