June 2014 will see PUMA x House of Hackney collaborate on an exclusive footwear partnership that showcases both parties unique DNA to dramatic effect.
Fashion and interiors brand House of Hackney was founded in London in 2010 by husband and wife team Javvy M. Royle and Frieda Gormley. The duo are on a quest to ‘make something modern’ through clashing and juxtaposition and this noble aim extends to their first ever footwear collaboration.
The pair are celebrated for their irreverent take on all things British and relish taking the traditional and turning it on its head. They branched into fashion nearly two years ago and have been subverting conventional sportswear such as sweats and tees through the considered application of playful and disorientating prints and imagery.
Coming through PUMA’s newly established ‘CREAM’ program, which features the most exclusive collaborations and limited inline product, the PUMA Basket x HOH will be a precursor to a full collection of footwear and apparel dropping later in the year.
The first release sees a cult classic, the PUMA Basket, given a striking House of Hackney heel-to-toe makeover. Originally released in 1968, the PUMA Basket went on to transcend the basketball court and capture the imagination of both the style conscious and the street. The HOH team’s eponymous Hackney Empire print, which features a host of wildlife is applied across the iconic shape to create footwear that feels both familiar yet new.
House of Hackney founders and long term fans of the PUMA brand Frieda and Javvy recall how they both grew up wearing PUMA trainers and ‘instinctively thought it could make a great collaboration using HOH prints and classic PUMA shapes’.
Gold foil branding offers a premium sign off on the PUMA Basket x HOH but these fresh classics are just getting started…
PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running, Training and Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf, Tretorn, Dobotex and Brandon. The company distributes its products in more than 120 countries, employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information, please visit http://www.puma.com