The German sporting goods supplier Puma SE and the fashion label PAM (Perks and Mini) announced a comprehensive collaboration on Monday. As part of the collaboration, both partners have developed the joint collection “Puma x PAM” and launched the research program PAM/Puma Bio/Verse, which aims to contribute to the protection of biodiversity in the Brazilian rainforest.
The Puma x PAM collection blurs the lines between streetwear and outdoor clothing. It will include twenty items such as fleece and down jackets, t-shirts, hoodies and trousers, as well as shoes and accessories, and will be available from next Saturday in selected Puma stores and in the brand’s online shop as well as from distribution partners. “We wanted to create garments that allow for a comfortable, seamless transition from city to wilderness, bridging both worlds,” said Misha Hollenbach, who co-founded PAM in 2000 with Shauna Toohey, in a statement.
However, the collaboration is broader: “From the beginning, we saw in this project an opportunity to create something together that could go beyond fashion, and the Puma team supported us immediately,” explained PAM co-founder Shauna Toohey in a statement. “So as part of PAM/Puma Bio/Verse, we proposed a project that works to protect endangered wild places on our planet – the kind of places that inspired the collection.”
Specifically, as part of the Bio/Verse initiative, a monitoring program based on audio sensors is now being set up in cooperation with specialized data analysts on the Rio Juruá in the western Brazilian Amazon region. The resulting findings about biodiversity in the study region are to be made available to scientists and local communities in order to advance research and conservation projects.