Tuesday 11 October 2016

Gravity Resistance by PUMA x UEG

 PUMA collaborated with UEG for the first time on a dope collection.  The collection with the Polish brand based out off Warsaw is the first full European collaboration within the PUMA Select line.

PUMA X UEG GRAVITY RESISTANCE was inspired by the human need of reaching higher, traveling farther, exploring more; the need of rising beyond the reason and above the ground. It is a symbol of overcoming our own limitations, not only in sport performance but also in personal evolution with a strong metaphor of cosmic exploration. The design refers to the costumes of astronauts – a mix of clean silhouettes with a bold graphic language of emergency symbols and prints in both apparel and footwear reflect the desire to being free of gravity’s restraints and common restrictions.

Michal Lojewski’s brand UEG borrows the Italian acronym “USA E GETTA” meaning “USE AND DISCARD” and is a play on the concept of consumption.  The brand addresses and responds to the temporary nature of today’s existence and underscores the values of unification, communication and awareness.

PUMA x UEG collaboration mixes clean silhouettes with the bold graphic language. A key piece in the collaborative range is the Court Play x UEG, which maintains the edgy DNA of UEG reinforced with a very new PUMA Court Play design. The style combines bold graphic messaging around the sole with reflective elements and hi-tech fabrics making Court Play a true futuristic element.

In a similarly unique way, UEG has also reinvented a PUMA classic, the Court x UEG. The shoe features a contemporary look, modernised with heat pressed labels on the tongue, which is in the form of a fashion tag. This contemporary twist on a classic sneaker makes the style a key piece of the season.

The apparel in the collection continues to push the boundaries of performance style into space visual language that influenced the range.

Other pieces in the collection include fashion forward and anti-gravity inspired crew sweat, t-shirts and sweat shorts.  The PUMA x UEG Dress, demonstrates sport-fashion reaching new heights within the collaboration. The innovative dress features elastic straps punctuating the voluminous silhouette created by soft triple layer fabric and adopts the gravity resistant design language seen throughout the range.

The collection will drop on Thursday, 13 October 2016 at selected retailers.

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