The Professor Green x PUMA Summer collection is an evolution of the first collection, moving into summer, with a nod to festivals, sun and the great outdoors. Professor Green's look is celebrated for its smart, clean and casual aesthetic and his style offers the perfect counterpoint to PUMA's playful application of the collections 'character' the Honey Badger. The summer collection continues the story of the Honey Badger, with its influence and habitat keenly felt throughout the collection. Last season's collection explored print through camouflage. These ideas are developed further with tonal animal print tees and vests, that demand closer inspection as the ubiquitous print has been re-imagined and subtly conceals a recurrent honey badger motif. Other areas of the collection play on tones of colour, clashing darks with lights and vice versa. This is further emphasised by the use of cutting edge print techniques on the tees such as ghost printing.
Professor Green is acclaimed for putting his own twist on classic staples to create a layered, refined, urban-inspired look steeped in his own personality. The idea of smart and understated product 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 additions include a backpack complete with bottle opener, packable lightweight outerwear that reveals a hidden pattern when stored and heavyweight peppered sweat shorts with practical pockets.
The rapidly evolving collaboration is at its most exciting with Professor Green's favourite piece, the Satin Bomber Jacket. A directional, trend led piece the Satin Jacket has, under his guidance, been perfectly constructed for the street. A limited edition product drop will follow the collection later in the year. The engineered details, aspirational silhouettes and progressive techniques used through the collection give the product a mature feel. Co-branded sign offs accompany the story of the honey badger - which has been printed in the back neck of each garment - to speak volumes about a collection that doesn't need to shout.
Emma Spindler (PUMA Head of Lifestyle Merchandising): 'It's a great project to work on; there aren't many things that allow you to bring a retailer and an ambassador together. Clothes are one thing we all have in common. Stephen's passion for product comes across in every meeting and his attention to detail is second to none. There is nothing better than seeing him get excited about what we show him, wanting to try it all on and having to stop him tweeting and instagramming the new collection before it launches!'
Wednesday 19th June saw the official unveiling of the second Professor Green x PUMA apparel collection at Oval Space in London. The exclusive evening event welcomed key members of the UK press and entertainment industry, including Millie Mackintosh, Emelie Sandé, Wretch 32, Dream Mclean, Misha B and Harry Uzoka. Attendees were treated to goody bags, food and customised Honey Badger drinks by Hawksmoor London, after getting their first glimpse of the Professor Green x PUMA collection being modelled down the runway. Leggi LOOK BOOK and the event in the video:
Find out more about this exclusive launch and collection by following the man himself @professorgreen and us @PUMA @wornmyway