For the 50th anniversary of the Suede, PUMA partnered with nearly 40 different brands, influencers, and artists to create a line of limited-edition Suedes. Santa Cruz is a pioneer skate brand from California. I went through several proposals for the headline, after receiving feedback that my first proposal, “Grind on,” did not have the in-the-know feel the client was looking for. We decided on “All decked out,” which included a play on skate lingo without sacrificing authenticity.