Taking inspiration from sports advertising in the late ‘90s and early 2000s, Puma has teamed up with Australian skate label Butter Goods for a collection steeped in nostalgia. The colorful line embraces a cultural moment when across professional sportswear, vibrancy, personality and authenticity won out over clinical minimalism.
The capsule’s design is heavily influenced by the era the Butter Goods’ founders grew up skating in. It features bold colors, baggy cuts as well as technical fabrics and finishes. Combined with Puma’s sport heritage and classic silhouettes, the collection boasts premium materials and bold prints presented in a ‘90s inspired, multi-colored palette.
Just like the collection that takes influence from the past but reinterprets them in a contemporary streetstyle approach, BSTN expands upon the collection’s theme by showcasing the vintage sportswear pieces in a break-dancing setup. Some of Puma’s most iconic lowtop basketball silhouettes from the ‘80s were a staple in the b-boy scene.
The campaign is starring members of a local break-dancing group that has lived their passion for this quintessential element of hip-hop ever since the time these Puma classics like the Basket VTG originally launched. Just like Butter Goods is examining the silhouettes from the Puma archive through a skateboarding lens, the b-boys took an iconic product from a different field and made it their own.
When the opportunity to work with PUMA came about, we were so excited to work with a brand with such a rich history and deep archives. The most exciting thing about the design process is the discovery both for us as the people designing but also in the finished product for customer.Butter Goods co-founders Garth Mariano and Matt Evans
The Puma x Butter Goods capsule collection – which includes three corduroy colorways of the Puma Basket Vintage, a pair of the Puma Slipstream Lo as well as an extensive line of co-created apparel – releases on Saturday, September 4th, at BSTN. Grab your favorites via the button below!