As a brand that champions all things community and family, PUMA’s decision to have AMI as its latest collaborator was basically a no-brainer. With a name that quite literally translates to ‘friend’, the Parisan house will be putting its talents to use for an innovative collection with PUMA inspired by non-conformity and finding one’s chosen family.
“I'm very proud of the way we mixed the logos together, I think that the result is very impactful and that while this is a gift for us at AMI, it's a gift for PUMA too.” said Alexandre Mattiussi, Founder and Creative Director of AMI. “This is something that we share, this is what we call friendship. It is a very honest collaboration, not trying too hard, not pretentious.”
A co-branded graphic fusing AMI’s signature symbol, the AMI de Coeur, and the PUMA logo can be found spanning several pieces in the collection from t-shirts, jackets, hoodies and shorts to bucket hats, curve caps, shoulder bags, and a grip bag.
And what would a PUMA collection be without reiterations to its classic staples like the Slipstream Lo, Suede Crepe, and the newly released Suede Mayu.
Complimenting the collection is an Eddie Wrey-shot campaign featuring Romeo Beckham and Mia Regan. The couple were personally chosen by Mattiussi for their unique style and dynamic connection, that, according to him, ‘perfectly embodies the spirit of the collection.’
The debut PUMA x AMI Collection will be available exclusively in AMI stores from Match 16th before seeing a global March 19th on PUMA’s online and physical channels, amiparis.com and selected retailers.
Photo Credit: PUMA