Blog: Leonie BarriePuma’s designer ambitions

Leonie Barrie | 28 February 2008

Puma has long described itself as a ‘sportlifestyle’ brand, so teaming up with designer Hussein Chalayan to add fashion lines to its athletic performance and lifestyle ranges is really a logical progression for the company.

Puma has already collaborated with designers such as Jil Sander and Neil Barrett in the past, but with Chalayan takes the strategy to a new level. In return for the designer’s creative input, Puma will provide substantial financial support to Chalayan's own-name conceptual fashion label.

It will also be able to call on the resources and infrastructure of parent company PPR – whose fashion labels include Gucci, Yves Saint Laurent and Alexander McQueen – to help develop the Hussein Chalayan brand.

Of course collaborations with designers are nothing new in the sportswear market. Adidas AG teams up with designer Yohji Yamamoto for its Y3 fashion label, and has a hugely successful collection of gym, yoga and running wear with Stella McCartney.

But by joining forces with Chalayan, who is best known for his avant-garde designs, Puma seems to be sending out a clear message that it intends to take a step upscale in fashion terms and, as its CEO Jochen Zeitz says, “move into a new space.” Speaking today he said: “You buy a car because it looks good and drives fast – it's the same with our product.”

Puma pounces on designer Hussein Chalayan


Ethiopia unrest a sourcing risk?

Fashion retailer H&M and UK based glove and leather manufacturer Pittards both say they are monitoring the situation in Ethiopia closely after the country's government declared a state of emergency af...


Asia facing up to increased competition

Increasing competition for garment sourcing contracts is seeing China not only being challenged by other countries in Asia, but by sub-Saharan African and even Russian suppliers too. And it is pushing...


Cambodia raises garment worker wages

The monthly minimum wage for workers in Cambodia's textile, garment and footwear sector is set to rise to $153 from January next year, following a vote on the issue last week. The increase marks a ris...


Sportswear initiatives start to take shape

The results of two highly-anticipated initiatives in the sportswear sphere were revealed last week: the launch of Under Armour’s new UAS lifestyle brand and the first pair of running shoes created at ...

just-style homepage

Forgot your password?