16 August 2012
Professor Green collaborates with PUMA
Born out of a mutual admiration and longstanding partnership between PUMA and Professor Green the joint apparel collection marries each of the co-collaborators distinct styles to create a fresh and innovative collection.
Professor Green’s look is smart, clean and casual. He’s acclaimed for putting his own twist on classic staples to create a layered, refined, urbaninspired look steeped in Professor Green’s own personality.
The creative process has seen Professor Green and PUMA produce outerwear with a utilitarian feel and a clear workwear influence. However, in typical PUMA style the collection is elevated by the application of the collections ‘character’ the Honey Badger. The influence of the honey badger and his habitat will be keenly felt throughout the collection and the campaign imagery. The Honey Badger is fearless and will stand up in the face of intimidation from the most ferocious of predators, something Stephen can relate to.
“When PUMA and myself began the discussion I really wanted to find something to tie the collection together, to make it cohesive, be it a logo or a detail that would run throughout. A few days prior I’d been watching a clip of the most fearless, relentless and absolutely bonkers animal I’d ever seen, a honey badger... and the collection had a starting point. Quality was also key so from the fit to the fabric I’ve been annoyingly as meticulous as I am with my music with the clothes, just don’t go trying to kill a cobra in one of our tracksuits.
My favourite piece from the collection would have to be the staple Honey Badger logo crew neck sweat and pants. It’s a heavy, lasting fabric and perfect for casual wear, just be careful when there’s women around as they are likely to steal the sweaters, have them taken in and wear them as a dress / with leggings / short shorts”.
Stephen’s style is never brash or overly aggressive, but instead smart and understated. This is brilliantly apparent through the functional elements that punctuate the collection, each a nod to the wearers need to be comfortable in their own concrete jungles whilst projecting an air of confidence about the way they look.
Considered fabric applications such as heavy weight peppered sweats and raw canvas coupled with texture mixing and oil finishes give the collection a smart street-luxe look and feel. Design led flourishes such as the repetitive use of the honey badger logo creates an alternative urban camo and demand closer inspection. Premium leather sign offs, bearing Pro Green and PUMA branding, punctuate the collection.
This is a collection designed for the Urban Bourgeoisie, which uses radical camo and just the right amount of urban seasoning to leave everyone in no uncertain terms that “honey really is the new black.”
The Professor Green x PUMA collection will be available from ASOS, Footasylum and all good retailers from mid October 2012.
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