PUMA collaborated with UEG for the first time on a dope collection. The collection with the Polish brand based out off Warsaw is the first full European collaboration within the PUMA Select line.
PUMA X UEG GRAVITY
RESISTANCE was inspired by the human need of reaching higher, traveling
farther, exploring more; the need of rising beyond the reason and above the
ground. It is a symbol of overcoming our own limitations, not only in sport
performance but also in personal evolution with a strong metaphor of cosmic
exploration. The design refers to the costumes of astronauts – a mix of clean
silhouettes with a bold graphic language of emergency symbols and prints in
both apparel and footwear reflect the desire to being free of gravity’s
restraints and common restrictions.
Michal
Lojewski’s brand UEG borrows the Italian acronym “USA E GETTA” meaning “USE AND
DISCARD” and is a play on the concept of consumption. The brand addresses and responds to the
temporary nature of today’s existence and underscores the values of
unification, communication and awareness.
PUMA x UEG
collaboration mixes clean silhouettes with the bold graphic language. A key
piece in the collaborative range is the Court Play x UEG, which
maintains the edgy DNA of UEG reinforced with a very new PUMA Court Play
design. The style combines bold graphic messaging around the sole with
reflective elements and hi-tech fabrics making Court Play a true futuristic
element.
In a
similarly unique way, UEG has also reinvented a PUMA classic, the Court x UEG. The shoe features a contemporary look, modernised with heat pressed
labels on the tongue, which is in the form of a fashion tag. This contemporary
twist on a classic sneaker makes the style a key piece of the season.
The apparel
in the collection continues to push the boundaries of performance style into
space visual language that influenced the range.
Other pieces
in the collection include fashion forward and anti-gravity inspired crew sweat, t-shirts and sweat shorts. The PUMA x UEG Dress, demonstrates
sport-fashion reaching new heights within the collaboration. The innovative
dress features elastic straps punctuating the voluminous silhouette created by
soft triple layer fabric and adopts the gravity resistant design language seen
throughout the range.
The
collection will drop on Thursday, 13 October 2016 at selected retailers.
No comments:
Post a Comment