No doubt, PUMA is a sportswear brand doing its collabs right. And this is not a mere statement. Over the years they have indeed done it all. Reliving their classics and creating new ensembles in partnership with countless artists, brands, celebrities and influencers has become something we learned to expect from the activewear giant. Exciting as it may be, when you are out and about collaborating - how high is the thrill when you unveil (yet another) partnership? In this particular case - higher than ever.
A fusion of simplicity, functionality and fashion, coming from the Danish streetwear brand HAN KJØBENHAVN, had, in fact, taken inspiration in three pillars of the designer’s early years: upbringing, sports and suburban architecture - all things so dear to heart as he - Jannik Davidsen, was growing up in the outskirts of Copenhagen. The main goal of the collection? Element of surprise. As he himself admits: “When you first get PUMA knocking on your door, the first thing I think about it is how can we do it differently?”
And surprise it did in all: minimal-logo approach, unconventional design, unexpected material and bright muted color palettes. Featuring both - apparel and footwear - Jannik has tapped into the classic PUMA pieces, as well as in the new progressive styles - creating the most upscale, yet minimalistic and down-to-earth manner - the perfect collection for any man of character.
Starting from the reinvention of PUMA’s iconic Clyde silhouette - refreshed with premium leather uppers, and continuing with Tsugi Kori, which introduced the new sneakers’ futuristic style merged with luxurious materials, softened tones, wrapped in plush suede and leather, and completed with a knitted sock-like ankle collar - the designer has managed to give that unique Scandinavian twist, while magically keeping the core intact.
Apparel has introduced a trench coat in rich wool, seeking inspiration in Copenhagen’s football terrace wear, a thick 3-layer bonded fabric sweater, finished off with a zipper and a PUMA x HAN KJØBENHAVN gold embroidery (reminiscent of the cold Danish winters with style). And for desert: the iconic fisherman beanie from the Nordics, lined with jersey for comfort and warmth, and a versatile backpack, equipped with those extra thoughtful details (like the special glasses’ pocket), which make just any piece - your favorite one. With key in personality and made-for-your-convenience, this is, by far, one of our favorite mergers of the season!
Words Ksenia Trufanova