PUMA rekindles its
partnership with New York lifestyle concept ALIFE through the release of their
highly anticipated collaborative collection for SS’15.
Born in ‘99 ALIFE has always
aimed to showcase New York City’s downtown youth street culture, focusing on
original art and creativity. ALIFE’s concept store is a one of a kind boutique
that stocks an impressive collection of new and authentic product that
continues to elevate street style to a new level. The brand’s store is also
home to the ‘ALIFE Sessions’, a series of ever-growing events with some of the
world’s biggest musical artists.
The collection seamlessly
pulls together ALIFE’s diverse creativity while staying true to PUMA’s
heritage. Through apparel, footwear and accessories the collection tells the
story of Downtown New York; an integral part of PUMA’s rich street wear
history.
Bright prints play on key
ALIFE landmarks that bring the collection to life. Influences include green
photographic stills of the infamous in-store fish tank, and the three-diamond
logo of ARC (ALIFE Rivington Club), ALIFE’s members only boutique.
The superb footwear offering
adopts a similar approach. Classic PUMA Suedes are finished with rough
treatment that recalls refer the gritty streets of the lower East Side, whilst
iconic runners such as the R698s use repeat print to take inspiration from
ALIFE’s in store mirror sign.
“PUMA as a brand is a classic
staple of the footwear industry, PUMA to me is classic staples that have
remained a piece of the conversation and the infrastructure we are a part of
every day” - ALIFE
The PUMA x ALIFE collection
will be available in PUMA SELECT stores in Cape Town, Bree Street, and
Johannesburg, Braamfontein, as well as X Trend, Dip St Store, Shelflife, Prime,
Lyme and Lost Property stores in South Africa from 14 February 2015.
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