Puma has collaborated with P.A.M. to launch a new collection that blends streetwear and outdoor clothing.
This is the latest localised collaboration for Puma, which has partnered with Australian brands ModiBodi and Butter Goods on product ranges.
Established in 2000 by Misha Hollenbach and Shauna Toohey, P.A.M. stands for Perks and Mini and is a high-end streetwear brand that was developed in Melbourne.
Called PAM/PUMA BIO/VERSE, the campaign collection features graphics and all-over prints, with a texture and colour inspired by the South American Yareta plant.
“We wanted to make clothes that are comfortable for a seamless transition between the city and the wild, linking both of them,” Hollenbach said.
“From the start, we saw this project as an opportunity to make something together that could go beyond fashion, and the Puma team was instantly supportive.
"We suggested a project that worked to protect threatened wild places on the planet; the same kind of places that inspired the collection.”
Spanning 20 different styles, the collection includes elevated basics such as fleece jackets and sweaters, cargo trousers, T-shirts, polo shirts, hoodies and down jackets.
Fabrics are biodegradable and include 20% recycled fibres, and 100% for down jacket filling.
Shoes comprise classic sneakers, trail-running shoes and clogs, and accessories include a bucket hat and cap, a trail backpack and a bottle bag set.
The campaign behind the launch is directed by creative director Ben Ditto, featuring rapper Thaiboy Digital and Australian artist Milari Barker.
The audio of the campaign is produced by Swedish audio pioneer Varg2TM, and uses samples taken directly from an Amazon project site.
“They are all friends of the P.A.M. family, people with the same values as us, so building something together has been a joy,” Hollenbach said. “Connection and community have always been key to how we work.”
The PUMA x P.A.M. collection will be available globally from November 5 in selected Puma stores, online, and distribution partners, with a retail price ranging from $80 to $420AUD.