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Thursday 17 July 2014
Words Spindle

This Autumn, we are being treated to a new collaboration from iconic sports giant PUMA and Parisian streetwear label Brooklyn We go Hard (BWGH). The capsule collection brings technical-yet-streamlined pieces from PUMA’s sporting mind to the classically minimalistic style of BWGH, with an urban twist.

The roots of German-born PUMA date all the way back to 1924, when the company was formed in Herzogenaurach, Bavaria, Germany (still the HQ location!) by brothers Adolf and Rudolf Dassler. The relationship between the two brothers began to gradually break down over time, until they opted to split into two entities in 1948; one being PUMA, the other being Adidas!

Initially focused on athletic and casual footwear, PUMA has since determinedly and successfully built up quite the reputation as a general sportswear label. Definitely helped by the ‘90s sportswear revival we’re seeing among hipsters these days too, obv.

French label Brooklyn We go Hard (BWGH) is comparably a toddler of the industry – having only been formed in 2010 by David Obadia and Nelson Hassan – but has already hosted collabs with some renowned streetwear brands. The duo claim to have loved PUMA loyally since their childhoods, so –for them – a collab with their college sweetheart label was always on the cards.

These days, there’s a massive crossover between the sports casual and streetwear markets. The fashion on the streets is generally a mishmash of actual technical athletic sports styles and street styles that mimic sporty shapes. Although they might look pretty similar at a glance, the two labels have different niches and specialisms, so each bring different elements to their collaboration.


A big focus of the AW14 collab is trainers. Taking the retro shape of the iconic ‘PUMA circa ‘90s’ trainers (XS850 and XS698) as the foundation, the design teams from both sides have very much worked together – upwards – to formed limited edition, technical-yet-sleek, pieces. The trainers are typically colour-blocked or graduated to create a sporting-yet-sophisticated aesthetic that is equal parts PUMA and BWGH.

And for the rest of their collaboration, it’s every inch the perfect marriage of style and sport. Although built in sporty silhouettes, the clothing comes in a Parisian-inspired slim fit, based on BWGH’s patterns and measurement charts. Colour selections encompass the ever-cool camo print and an array of understated, very much inoffensive shades (none of that Fresh Prince-inspired shiz). Classic-cut tees and technical outerwear seamlessly nod back to ‘90s hip-hop shapes and attitudes whilst simultaneously looking forward with innovation for our performance-oriented future.

The BWGH for PUMA collection is available in-store from 11th July 2014 at Hanon, END Clothing and Footpatrol.