Following recent collaborations with Sue Tsai, R H U D E and Chinatown Market, PUMA has extended their list of notable partnerships with street culture icons and various fashion houses. This time around, the team has joined forces with Helly Hansen for its debut collection, PUMA X Helly Hansen, drawing on PUMA’s sports heritage and Helly Hansen’s outdoor clothing expertise.
The new collection takes its design cues from the 90s, a mix of PUMA’s rich sports heritage and the casual DNA of Helly Hansen’s history of waterproof clothing for sailors, established more than 140 years ago. The company has been known for its leading sailing and performance ski apparel and premium workwear, all with technical and protective outwear. With its rich history, its design inspirations extended into the subculture and streetwear elements throughout the 90s. The latest range with PUMA draws on this 90s inspiration with its bold and vibrant colours, while paying homage to both company’s heritage.
As part of the first collaboration, the teams have reworked the Nitefox silhouettes in PUMA Black, which features a transparent heat cut TPU formstrip, zig-zag stitching and rounded laces. The silhouette is also updated with new rugged elements to align with the outdoor theme. In addition to the Nitefox sneaker, the collection also features a range of apparel, including a reversible, water-repellent jacket, a hoodie with kangaroo pockets, pants with warming fleece and tee.
The PUMA X Helly Hansen collection is set to drop on 3 October 2019 and will be available at PUMA Select stores and PUMA Sandton City.
