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Heiko Desens, global creative director and head of innovation at Puma, said that they wanted to do something looking into the future while incorporating Puma’s heritage and cultural relevance in different communities. The first chapter of the show was about classic Puma: the T7 stripe, basketball shoes, and more timeless icons. “We included some of them in their original shape, but we also wanted to have fun and remix the looks and shapes together to bring them into the now,” he said. Alton Mason opened this segment of the show in a tracksuit suit (meaning a tracksuit cut as a tailored suit) with a fluffy overcoat. An assortment of other tracksuit remixes and monogram logo separates in the same beige tone as Mason’s followed. Other looks included a very cool red tracksuit reimagined in smooth leather and Puma sneakers rendered as knee-length boots or massive platforms. Winnie Harlow and Usain Bolt closed the segment in black tie tracksuits.
“Past, present, and future, it’s about a collective retrospective of the history of Puma and the foundation it stands on,” Ambrose said backstage as she took a break from taking photos with fans. “The idea that street culture has eclipsed every mainstream fashion brand is what we celebrated tonight,” she added. Indeed, if there was something to take away from today’s show and the work of folks like Ambrose herself or, say, Virgil Abloh, it’s that street culture has transported brands like Puma from utility-only sports brands to mainstay cultural behemoths.
The second chapter, Desens said, was about speaking to the different regions the brand serves. Here is where they chose to show all of their partnerships, from a collaboration with Spanish brand Palomo to others with Parisian label Koché and AC Milan. “We wanted to pick those very focused designs we do for specific communities and then style them in unusual ways,” he said. This portion of the show was the most visually compelling in terms of a fashion proposal. Some highlights included a puffer hat shaped like the head of a puma with a look made with Palomo, and a hat made from a tower of baseball caps.
Product detail:
Suitable for Women/Men/Girl/Boy, Fashion 3D digital print drawstring hoodies, long sleeve with big pocket front. It’s a good gift for birthday/Christmas and so on, The real color of the item may be slightly different from the pictures shown on website caused by many factors such as brightness of your monitor and light brightness, The print on the item might be slightly different from pictures for different batch productions, There may be 1-2 cm deviation in different sizes, locations, and stretch of fabrics. Size chart is for reference only, there may be a little difference with what you get.
- Material Type: 35% Cotton – 65% Polyester
- Soft material feels great on your skin and very light
- Features pronounced sleeve cuffs, prominent waistband hem and kangaroo pocket fringes
- Taped neck and shoulders for comfort and style
- Print: Dye-sublimation printing, colors won’t fade or peel
- Wash Care: Recommendation Wash it by hand in below 30-degree water, hang to dry in shade, prohibit bleaching, Low Iron if Necessary
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