PUMA Reissues Its Vintage Running Silhouettes

Blaze of Glory - Blue

PUMA’s Fast Track programme launched the Primary Pack Part Two. This nostalgic reissue of vintage-running silhouettes showcases the XS850 and the Blaze of Glory, re-imagined in the basic building blocks of the colour spectrum.

The ‘90s saw both the XS850 and the Blaze of Glory shoot to fame due to their distinctive use of PUMA’S revolutionary Trinomic technology, featuring honeycomb cells for cushioning and support. The running shoes rapidly spread from the track to the streets, changing both the athletic and street footwear scenes.

XS850 - Red

The collection’s design references PUMA’s storied athletic background through the use of clean midsoles to amplify its coloured Trinomic logo. Classic colours are revived with bold colour blocking on the front and back; PUMA’s number one red colouring and saturated blue producing a fresh interpretation of the Blaze of Glory and XS850.

XS850 - Blue

The contemporary construction of the classic Blaze of Glory mid-top utilises neoprene, while the XS850 low-top is comprised of a textured mesh. Both are finished with suede overlays for a rich touch and feel.

Blaze of Glory - Red

The Blaze of Glory will retail for R1299 and the XS850 for R1499. The sneakers can be found at PUMA SELECT stores in Cape Town, Bree Street and Braamfontein, Johannesburg, as well as Shelflife from the end of April.

Looking Back – Top Stories From Last Week (W/E 18-04-15)



adidas Originals x AREA3 - adidas Originals opens up a new and improved AREA3 space in Braamfontein.

PUMA x Ronnie Fieg - PUMA Collaborates With Ronnie Fieg on The Sakrua Inspired R698 Project.

adidas Originals x Pharrell Williams - Pharrell Williams collaborated with adidas Originals on the Supercolor Superstar pack. The adidas Originals Supercolor release, sees the iconic Superstar silhouette transformed via a spectrum of 50 different colour ways.

PUMA x House of Hackney - PUMA launches a second collaboration with London’s House of Hackney for SS15.



AREA3 Is Back! adidas Originals opens a new and improved space in Braamfontein

On Friday, 10 April 2015, The Swag Craze team attended the official opening of AREA3 in Braamfontein, Johannesburg. AREA3 is the home of adidas Style, and is an innovative and multi-purpose space that showcases the decades of heritage the brand brings into the now.

The evolution of AREA3 sees it moving from an activation space in Maboneng to a standalone retail concept store in Braamfontein. The store will be divided into a retail space focussing on current exclusive product, as well as a virtual hub where media, bloggers and influencers will have the opportunity to engage with future ranges first hand.

“The progression happened organically as our footprint has grown in Johannesburg, and we wanted to continue investing in the lifestyle and street culture space while still collaborating with creative people in Jozi,” says Stuart Davies, category merchandise manager for adidas Originals South Africa. AREA3 launches withPharrell Williams’ Supercolor range as the first product drop focus. adidas Originals collaborated with renowned South African origami artist, Ross Symons, to create a highly impactful window execution that brings to life the explosion of colour inspired by the Supercolor range.

As a world class retail environment in the heart of downtown Johannesburg, the product range at AREA3 will include a mix of statement pieces as well as staples that are essential in every closet. The main footwear wall, inspired by the architecture in and around Braamfontein, will feature iconic styles from adidas Originals archives, as well as the latest offerings from global collaborators and designers.

“It’ll be the spot for both consumers and media to engage with Originals product as well as the brand in general, while we continue our conversation with the young creative people in Braamfontein and Johannesburg as a whole,” continues Davies. “AREA3 will be our platform to communicate, collaborate, inspire and be part of the creative revolution that’s taking place in Johannesburg right now. It’s the continuation of a conversation we started with this energetic city a few years ago, and it an important stage for our brand going forward.”

Over the course of the coming year, adidas Originals will use the AREA3 space to release, feature and retail the very best of the brand’s offering, with new product launches planned for each month.

Visit AREA3 at 155 Smit Street (Cnr. Smit & De Beer) between 10:00 and 17:00, Tuesdays to Saturdays.

For more information, email info@area3.co.za.

Also, connect with them on Twitter and Instagram, using the #adidasOriginals and #AREA3 hashtags.

PUMA Collaborates With Ronnie Fieg on The Sakrua Inspired R698 Project

PUMA has unveiled the Sakura Project, its eagerly anticipated collaboration with one of the most established influencers in the world of sneakers, New Yorker Ronnie Fieg.

Inspired by centuries old Japanese art and culture, Fieg has used Japanese Ornamental Cherry Blossom trees, Sakura in the design for this SS’15 collaboration, which lands in limited distribution and features two sneakers - PUMA’s hero silhouette from the Trinomic family, the R698, and the RF698 Mid.

The R698 archive runner acknowledges PUMA’s performance heritage, but with updated execution of colour and materials the sneaker transforms into a modern classic and is a clear indication of what will be the focus silhouette for the coming season.

The distinctive deep reds of the Cherry Trees are infused across the rich perforated suede of the toe as well as the midsole of the R698 and fade into lighter shades of pink, expressing the range of Sakura colours in nature.

 

The RF698 Mid takes design DNA from its ‘little brother’ the RF698. This Mid Cut comes with a inner sock booty constructed in tech neoprene and is finished with a 3M covered strap and rich colours for the full effect of the Sakura.

The PUMA x Ronnie Fieg Sakura Project collection will be available globally in April 2015.

adidas Originals x Pharrell Williams - Superstar Supercolor Pack

A true superstar knows the importance of individuality. It's not about following the pack, or telling someone else what to wear. You cannot impose a style on a superstar – nor a trend, or a colour. This is the ethos behind the adidas Originals Supercolor release, which sees the iconic Superstar silhouette transformed via a spectrum of 50 different colour ways.

Pharrell Williams knows that the most empowering thing you can give a superstar is the freedom of expression. In collaboration with the creative and entertainer, the adidas Originals Supercolor Superstar pack offers a choice like never before.

"Supercolor is a celebration of equality through diversity. With 50 colours of the Superstar, everybody will be able to select his or her colour. It is more diverse than any pack ever before and therefore it is more individual than any pack ever before", says Pharrell of the release. "With every shoe treated exactly the same, all colours are equal. No matter what colour you choose, you can be part of Supercolor. Choose your colour." (Click here to choose your superstar!)

Supercolor is now available in various stores. Click here to find a store closest to you.

PUMA Launches Second Collaboration With London’s House of Hackney for SS15

PUMA released its second collaboration with East London label, House of Hackney. First founded as an interiors label with an emphasis on quality, design and ‘Made In England’, the House of Hackney (HoH) husband and wife team of Javvy M. Royle and Freida Gormley captured the zeitgeist with their innovative designs.

This collaboration sees House of Hackney apply fresh prints to traditional PUMA silhouettes, thereby creating an exclusive footwear and apparel collection which are strangely familiar yet strikingly new.

This season the collaboration sees the R698 classic running shoe (R2 499.00), featuring PUMA’s trademark Trinomic technology, and the Becker OG (R2 999.00), the shoes that saw Boris Becker win at Wimbledon in ’85, both re-imagined in bright and bold print.

Apparel sees key running styles including a T7 jacket (R1 699.00) viewed through HoH’s unique creative lens. Fresh HoH prints bask the collection in the sunshine of the Palmeral palm tree print and delve into the dark florals of the Midnight Garden print.

The collection is available from April 2015 at PUMA SELECT stores in Cape Town, Bree Street and Braamfontein, Johannesburg, as well as X-Trend, The Jungle and Queens.

Looking Back – Top Stories From Last Week (W/E 11-04-15)

#pharrelwithwoolies

Pharrell Williams x Woolworths - Pharrell and Woolworths announced an exciting collaboration! The collaboration is the first of its kind for a South African retailer. Click here for more information.

Steve Madden x Iggy Azalea - Iggy Azalea makes her first major foray into design with a collaboration for shoe brand Steve Madden. Click here to read more on this exciting collaboration.

Introducing adidas Originals by HYKE SS15 - adidas Originals by HYKE is inspired by iconic sportswear pieces from the past, but re-modeled and re-designed with a modern fashion edge, whilst still maintaining the heritage of the items. Click here for more information and to see more pictures of this dope collection.



Pharrell and Woolworths – Yes,We Are With You! #pharrellwithwoolies

Yesterday, Pharrell Williams and Woolworths announced an exciting collaboration! The collaboration is the first of its kind for a South African retailer. Pharrell is going to take on the role of Style Director in a trailblazing collaboration across a series of sustainability-focused projects.

Woolworths and Pharrell are going to work together to make a difference in the lives of people (uplift education in South Africa), and the planet (sustainable fashion and sustainable food farming). 

Woolies and Pharrell are going to create fashion that's not just cool, but also sustainable! We can't wait to see!

See the video below for more information.

Join the conversation using #pharrellwithwoolies

Go to www.woolworths.co.za/areyouwithus for more information.

PS: Pharrell will also perform in South Africa in September – but you’ll have to be a rewards cardholder to get a ticket.

Steve Madden x Iggy Azalea Collection - Now Available In Stores!

Iggy Azalea makes her first major foray into design with a collaboration for shoe brand Steve Madden, which is now available in stores. The collection features bold colors and silhouettes. Accordng to Iggy the collection is: ‘a total reflection of me, and unapologetic, loud & fun’.

Click here for a list of Steve Madden stores where you can shop the #SMXIGGY collection: http://bit.ly/SteveM_SA

Introducing adidas Originals by HYKE SS15

adidas Originals by HYKE, a new capsule collection with the Originals women’s range, is inspired by iconic sportswear pieces from the past, but re-modeled and re-designed with a modern fashion edge, whilst still maintaining the heritage of the items.

HYKE, a womenswear label established in 2013 by Japanese designers Hideaki Yoshihara and Yukiko Ode (formally of the brand Green), is marked by a simple and clean aesthetic, placing emphasis on materials and tailoring. The SS15 release of adidas Originals by HYKE maintains this design ethos, while classic 3-stripes iconography is given space to play across a number of contemporary womenswear silhouettes.

Apparel includes a Trefoil t-shirt with oversized shoulders, modeled off a vintage style, while a black pullover in a fashion-forward fabric is another highlight in the range. The apparel is complemented by a footwear model inspired by the Haillet, the predecessor to the Stan Smith, and is available in an all-white upper or snakeskin style leather. A pair of tailored track pants, a series of knits, a mid-length tailored skirt and 3-stripe knee socks completes the collection.

The recommended retail price for the footwear starts at R1499 and apparel from R449. You can shop the HYKE range at The Jungle in Johannesburg as well as adidas Originals stores in Canal Walk and V&A Waterfront in Cape Town, and at the Menlyn Park Shopping Centre in Pretoria.

Looking Back – Top Stories From Last Week (W/E 04-04-15)

HH x AKA collaboration

PUMA Introduces The Ferrari Premium Collection - PUMA has launched the new Ferrari Premium Collection, a capsule range celebrating the 10 Year Anniversary of PUMA’s partnership with Ferrari. See it here.

Events: #FirstThursdays at the PUMA Select Store in Cape Town - PUMA hosted #FirstThursdays on 2 April 2015 at the PUMA Select Store in Bree Street, Cape Town.

Head Honcho X AKA - Head Honcho and AKA have collaborated on a collection, which is now available in stores. See it here.

Events: Easter Exhibition at The Corner Shop - The Corner Shop in Linden hosted a Easter Art exhibition.

Bronx Woman Celebrates 10 Years of Fashion Fabulousness - This year fun and flirtatious shoe brand Bronx Woman celebrates its 10th birthday, starting with the much-anticipated launch of the AW15 collection. See it here.

PUMA Introduces The Ferrari Premium Collection

PUMA has launched the new Ferrari Premium Collection, a capsule range celebrating the 10 Year Anniversary of PUMA’s partnership with Ferrari. The lifestyle collection features 10 high-end pieces, inspired by the racetrack and made in Italy with beautiful craftsmanship. The result is a special edition product series that combines sophistication and sport, bringing the spirit of Scuderia Ferrari to this range of apparel, footwear and accessories.

In 2005, PUMA first partnered with Ferrari and embarked on a new ear of motorsport inspired lifestyle product collections. A decade later, PUMA is celebrating this partnership and the shared values that define it. Passion, speed and innovation are at the heart of a series of special edition product collections that exude the spirit of the Scuderia Ferrari Team. PUMA with its brand mission and Ferrari through its aspiration for success are Driven To Be Faster.

PUMA has taken classic tailored styles and re-designed them through a sports infused lens. The innovative world of Scuderia Ferrari inspires each item in the collection, with design elements such as ergonomic cut lines, mesh bonding and advanced construction techniques featuring throughout the range.

 

Key pieces from the Ferrari Premium Collection include:

SF Premium Leather Jacket (R54,999)

This jacket is the pinnacle apparel piece within the Ferrari Premium Collection, made in Italy with premium leather and designed for a performance lifestyle. It’s bonded with mesh, utilising an advanced construction technique to increase comfort. Inside and out, particular attention has been paid to the finer details such silicon embossing, and rich trims.

Ferrari Premium Attaché (R14,999)

The Ferrari Premium Attaché is a smart and modern bag, merging high quality Italian leather with technical detailing. It incorporates sophisticated craftsmanship with a 3M silver reflective zip and crisp embossed branding which combine the exclusiveness and performance of Scuderia Ferrari.

Ultimate SF 10 (R10,999)

The Ultimate SF 10 shoe has a clean silhouette and modern styling that will bring finesse to every look. It is made in Italy from Italian full grain leather and features advanced details for enhanced comfort, including a heel stabilizer inspired by Ferrari interior seating. The external heel counter features a tonal 3M reflective stripe for better visibility in low light conditions. Lace loops are treated with a waxed finish for a sophisticated performance touch while the PUMA Formstrip is executed in a very subtle laser etching execution on both lateral and medial side.

The Ferrari Premium Collection is EVERYTHING!!! You can shop it from PUMA stores, X-Trend and selected retailers nationwide from April 2015.