While the correlation between sportswear and high end fashion has long been acknowledged, the (still relatively recent) arrival of London Collections: Men – with its pick of Shaun Samson, Nasir Mazhar and Astrid Andersen – has seen the intensity of the discussion elevated.
As such brands are increasingly hooking up and pairing off with complimentary labels, not least Puma and Alexander McQueen, who’ve produced collaborative capsule collections for the last four years.
Puma, as it should be noted, was the first to trial the trend, partnering with Jil Sander as early as 1998.
Today however – or next month to really specify – the German brand will release its debut offering with McQ, the contemporary little sister of the McQueen mainline.
Says McQ’s Brand Director, Andy Rogers: “Sportswear has become an essential style status symbol on the streets of major cities around the world, so we’re very excited to be partnering with Puma for this collection of trainers.”
Similarly, the latter’s Brand Director, Adam Petrick tells, “We are very excited to continue this tradition of progressive designer partnerships alongside McQ. Together Puma and McQ have drawn on their divergent yet complimentary experiences to investigate the point at which performance blurs into fashion.”
Needless to say, the small collection – displayed above – incorporates the classic ‘best of both worlds’, with a youthful aesthetic and performance enhancing qualities, making it an ideal addition to any bus sprint.
Available from 1st August at www.alexandermcqueen.com.