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


BLOG

A deep dive to unlocking digitisation's potential

So far, the promise of digitisation in the apparel industry remains largely unfulfilled. But with opportunities for new cheap supplier countries nearly exhausted, it is now seen as offering sourcing e...

BLOG

Kingpins Goes to DC – Watch now

The challenges and opportunities facing today’s textile and apparel industry is also explored in the second in a series of expert panel discussions that is now available to watch on demand...

BLOG

Industry outlook positive but disruptive

How is the global apparel sourcing landscape changing? According to executives at last month’s MAGIC fashion trade show in the US, "speed-to-market," "product differentiation" and "inventory control" ...

BLOG

Speed-to-market can be slow to achieve

It's easy for brands and retailers to see how they can potentially benefit from a successful speed-to-market program – but the irony is that without the support of strategic suppliers, it can be a lon...

just-style homepage



Forgot your password?