Global sports company PUMA and Australian skate label BUTTER GOODS have teamed up for a new collection. A nod to the ’90s, the collection is inspired by the BUTTER GOODS ethos, where skateboarding and music nostalgically collide.
The archive-inspired silhouettes, with modern fits and strong visual design language, combine PUMA’s sportswear DNA with BUTTER GOODS’ unorthodox approach. Key details include retro-inspired prints and designs, athletic-inspired accents, bold all-over prints, and performance apparel.
The campaign images reflect the strong influence of music on the BUTTER GOODS brand. Photographer, skateboarder and DJ Atiba Jefferson filmed artists and producers Liv.e and Mndsgn at a vintage synth museum for the campaign video. The two created an original song for the campaign together, which can be heard in the promotional video.
Usain Bolt also lends his voice to the campaign video, playing an animated Super PUMA, the brand’s retro mascot. Super PUMA is chasing a butterfly while wearing Slipstream Lo PUMA x BUTTER GOODS and loses one of his shoes in the process. His journey takes him through nature and he finally finds his shoe. Looking inside the shoe, he sees Liv.e and Mndsgn performing the original song.
As seen in the campaign video, the latest PUMA x BUTTER GOODS collection includes the second version of the PUMA Slipstream Lo. Available in two colourways, the white version looks straight out of the ’90s – with a speckled sole and pops of purple and green. BUTTER GOODS also takes a stab at the classic PUMA Suede VTG, this time with a suede look in a blue and white colorway.
Bold graphic co-branding and retro-inspired colourways on the clothing ensure an outstanding offering of both classic streetwear and bold statement looks. One of the most eye-catching pieces of the collection is the all-over print polo shirt, available in two colourways with a large athlete graphic on the front. For those who prefer a more understated look there are co-branded hoodies, graphic t-shirts and a range of accessories including a tote bag, beanie and flat brimmed cap.
Founded in Perth, Australia in 2008, BUTTER GOODS exists where skateboarding and music meet. The style is inspired by the various countercultures that emerged from these movements.
The PUMA x BUTTER GOODS collection will be available from April 23rd on PUMA.com, in PUMA Stores and at selected retailers.