Melbourne-based streetwear brand P.A.M., short for Perks and Mini, has partnered with PUMA to launch an outdoor-inspired collection as part of a larger, multi-faceted PAM/PUMA BIO/VERSE project to reconnect with concepts of nature and community.
Founded in 2000 by Misha Hollenbach and Shauna Toohey, P.A.M. was born in Melbourne and based in Paris since 2015. The brand is known for its multidisciplinary approach to fashion and for its fun, carefree and colorful clothing.
For its first-ever collaboration with PUMA, P.A.M. was inspired by the Yareta, a woody, cushion-shaped flowering plant prominent in the Andes Mountains of South America, which left its mark on the collaboration’s simple silhouettes via bold graphics and all-over prints with psychedelic accents.
“We wanted to make clothes that are comfortable for a seamless transition between the city and the wild, linking both of them”, said Misha Hollenbach.
“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”, added Shauna Toohey.
The 20-piece collection includes basics such as fleece jackets and sweaters, cargo pants, t-shirts, polo shirts, hoodies, down jackets as well as accessories including backpacks, hats, caps and a set of bottle bags. The palette is inspired by nature and dominated by rich shades of purple, lavender, green and copper. Fabrics are biodegradable and include 20% recycled fibers, and 100% for down jackets filling. Footwear includes classic sneakers, trail-running shoes and clogs.
The 20-piece collection includes basics such as fleece jackets and sweaters, cargo pants, t-shirts, polo shirts, hoodies, down jackets as well as accessories including backpacks, hats, caps and a set of bottle bags. The palette is inspired by nature and dominated by rich shades of purple, lavender, green and copper. Fabrics are biodegradable and include 20% recycled fibers, and 100% for down jackets filling. Footwear includes classic sneakers, trail-running shoes and clogs.
As part of the project, the two partners have also partnered with the DEEP BioDATA platform – the platform works closely on-site with Instituto Juruá and Rainforest Connection – which supports the installation of biodiversity monitoring technology in one of the world’s last remaining wild places – the Jurua River region of the western Brazilian Amazon.
Cloud-connected audio sensors use machine learning to process sounds captured live from the project site, providing never-before-seen insights into keystones species, animal group behavior, animal living conditions, insect density, primate community dynamics, migration patterns, changes over time, and much more. This data is fed into local and scientists communities to improve research, understand ecosystem dynamics, encourage and direct conservation efforts, and stop illegal activities that threaten these beautiful and vulnerable ecosystems.
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The PUMA x P.A.M. collection will be available worldwide from November 5 at select PUMA stores, PUMA.com and retail partners, with retail prices ranging from €40 to €330.
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