This season, P.A.M. and PUMA have collaborated to develop a line of clothes that blurs the distinction between streetwear and outdoor wear as part of a bigger, complex initiative called the PAM/PUMA BIO/VERSE, aimed to reestablish a connection with the ideas of community and environment.
P.A.M., short for Perks and Mini, was founded in 2000 by Misha Hollenbach and Shauna Toohey. The brand, which combines fashion, graphic design, art, music, and nightlife in its multi-disciplinary approach, has developed a cult following for its carefree and vibrant clothing.
The first ever PUMA x P.A.M. collection offers simple yet daring shapes with strong patterns and all-over prints with a psychedelic touch, taking the wearer from the convenience store to the hiking route. The South American Yareta, a blobby, velvety cushion plant, served as the inspiration for its concept’s rich texture and colour palette. Speaking on the approach, designer Misha Hollenbach states, “We sought to make garments that are comfortable for a seamless passage between the city and the outdoors, uniting both of them.”
“From the start, we saw this project as an opportunity to make something together that could go beyond fashion, and the PUMA team was instantly supportive. So, as part of the PAM/PUMA BIO/VERSE, we suggested creating a project that worked to protect threatened wild places on the planet; the same kind of places that inspired the collection”, adds Shauna Toohey.
Through a collaboration with DEEP, BIO/VERSE makes a distinctive commitment to actual environmental impact. The Jurua River region of the Western Brazilian Amazon is one of the world’s few surviving wild regions, and the project supports the installation of biodiversity monitoring technology there through the DEEP BioDATA Platform. Live audio from the project site is processed by cloud-connected audio sensors using machine learning, offering previously unheard-of insights regarding keystone species, animal group behaviour, bug density, primate community dynamics, migration patterns, change over time, and much more. In order to further research, comprehend ecosystem dynamics, drive and direct conservation efforts, and halt unlawful activity in these most beautiful and vulnerable environments, this data is shared with the local and scientific communities.
The collection, which spans 20 distinct styles, features enhanced versions of everyday essentials including fleece jackets and sweaters, cargo pants, T-shirts, polo shirts, hoodies, and puffer jackets. All of these items are created with at least 20% recycled materials. Rich purple, lavender, green, and copper tones make up the majority of the palette, which takes its cues from nature. Classic sneakers, trail running shoes, and clogs are examples of footwear. Accessories that are on the simple side—a bucket hat and cap, a trail backpack, and a set of bottle bags—highlight functionality.
The campaign is anchored by the hottest new rapper Thaiboy Digital and by indigenous Australian musician Milari Barker and is directed by renowned creative director Ben Ditto, who specializes in the execution of utopian ideals. The campaign’s soundtrack was created by Swedish audio pioneer Varg2TM using samples that were obtained directly from the Amazon project website. It has been a joy to construct something together because they are all friends of the P.A.M. family and share our beliefs, says Misha Hollenbach. The foundation of our operations has always been community and connection.
The PUMA x P.A.M. Collection is on sale worldwide at PUMA.com, PUMA Retail, Shelflife, and Al Capone.
