PUMA entered a partnership with London based Vexed Generation Clothing. The collaboration introduces two new apparel lines, Martial Arts and Urban Mobility, to the men's 2004 Autumn Collection. Taking design direction from the needs of city dwellers, each line features functional separates intended for a mobile lifestyle.
“Our partnership with Vexed Generation conveys PUMA's modern vision in the sportswear market,” said Alden Sheets, President of Apparel Worldwide at PUMA. “This marks PUMA's first apparel collaboration outside the luxury sport category and further diversifies the brand's sportlifestyle range.”
Influenced by one of the earliest martial arts forms, Shotokan Karate, the Martial Arts line features highly adaptable designs that incorporate freedom of movement and elements of secrecy. Recognizing the need for urban travel wear, the Urban Mobility line is aimed at cyclists and scooterists and includes a range of technical clothing designed for protection on and off the vehicle.
“Congestion and emissions are a growing concern and two-wheeled transport helps relieve these urban pressures,” said Adam Thorpe, Co-founder and designer of Vexed Generation. “In working with PUMA, we wanted to create garments that promote and support this mobile lifestyle and the result is a collection that looks good and performs well.”
PUMA's and Vexed's common goal is ” to push the limits of design is apparent in the aesthetic and functional innovation of the two collections.”
“Combining form and function, these unique designs maintain a clean silhouette and incorporate performance fabrics, multi-functional features and original detailing,” said Joe Hunter, Co-founder and designer of Vexed.