AW14
sees PUMA partner with McQ for the debut PUMA x McQ collection. For over 65 years, PUMA has established a history of making
fast product designs for the fastest athletes on the planet, with innovations not only in performance
but also lifestyle.
While PUMA is first and
foremost a sports performance brand, during the 80’s the brand’s sporting
heritage became visible on the streets of New York, with the emergence of
hip-hop and street culture. By the 90’s, PUMA recognised sports growing influence
on high fashion, subsequently becoming the first sports brand to collaborate
with a Fashion House.
McQ,
a contemporary brand from Alexander McQueen, distills the vision of Creative
Director Sarah Burton into collections that embody an extravagant effortlessness
for everyday, complimenting the luxurious aesthetic of the mainline offer.
Rooted in the renegade London spirit of Lee Alexander McQueen who founded the
brand in 2005, McQ embodies a nonchalant ease and a non-conformist attitude.
PUMA’s
progressive, design-led ethos resulted in its hugely successful partnership
with the fashion house Alexander McQueen. For the past 4 years PUMA has
explored the world of McQueen and now the brand is about to embark on an
exciting new journey with McQ.
McQ has always taken inspiration from global
subcultures, offering clothing
that celebrates the youthful experimentation and creativity of the art and
music worlds. In contrast PUMA, fundamentally a sports
brand, has inspired street culture, music and fashion. Together PUMA and McQ
draw on their divergent experiences to investigate the point at which
performance fuses with fashion.
The
debut collection merges McQ’s rebellious spirit and bold youth culture
references with PUMA’s fabled history of athletic innovation.
The PUMA x
McQ AW ’14 Collection will be available in stores from 1st August.
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