With the World Cup pending, British designer Priya Ahluwalia has linked up with PUMA for their second collaboration, this time inspired by the pride of fan culture in places like Morocco and Nigeria.
Centred around how African footy fans express pride in their teams, Ahluwalia combined her research into the PUMA archives with a visualisation of the unparalleled passion, everyday street style, and cultural collectivism of football fans in African countries.
The result is a reworked collection featuring the PUMA V-S1 silhouette and T7 tracksuit, all inspired by the optimism and passion of fan culture around the World Cup. We spoke to Priya Ahluwalia about how she created the collection, and what football means to her personally.
This is your second collaboration with PUMA. What do you love most about working with the brand?
“Over the course of our collaboration, I have really enjoyed accessing the archive. I love the research part of the design process so it’s been amazing to be able to see historical PUMA campaigns and pieces. It’s been fun working out how I’d like to pay homage to those discoveries. I have especially enjoyed learning more about Puma’s impact in football and culturally in places like Jamaica and India. I’ve also loved working with the teams, from design to marketing, and I’ve really appreciated their openness and trust throughout the process.”
This collab centres around the upcoming World Cup, so I wondered if football was a big part of your childhood? Who introduced you to the sport?
“I have always enjoyed watching football (I’m a lifelong Arsenal fan), watching matches has always been a big part of my social life. I dabbled in playing as a kid but I was always better suited to watching (lol). The main thing I love about football is the community element. It’s a game that transcends borders, age and social class, it brings people together and brings them joy - that’s the part of the game I wanted to celebrate most.”
Do you have any fond memories involving football you can share?
“I genuinely have so many, but a very recent one was watching Arsenal win at the Emirates on my most recent birthday. I was watching the game with one of my best friends and Arsenal very kindly organised a cake and celebration for me. That was a real “pinch me” moment and one that I will cherish forever.”
What is it about the fan culture in places like Morocco and Nigeria specifically that inspired you?
“I’ve always admired football culture in Morocco and Nigeria because of how it is so beautifully ingrained in everyday life. People play anywhere and everywhere, fans make customised kits, the typography of banners is amazingly beautiful. Throughout the research for the collaboration I just felt so happy learning about the different ways that fans across the diaspora celebrate so passionately. I felt there was something whimsical about it, and with everything going on in the world, I was so drawn to the whimsy of human nature I saw. I love the way that passion around football allows people to feel some level of escapism.”
Lastly, appreciate it’s hard to choose, but do you have a personal favourite piece in this collaboration?
“It’s so hard to choose, I genuinely love every piece and designed each with intention. But if I’m forced to choose, I would say the trainers. I can’t quite believe I’ve had the opportunity to reimagine such an iconic football silhouette and I can’t wait to see people wear them in the stands, at festivals, parties and in their day to day life.”
More on Culted
See: Slawn is changing the game, one beautiful piece at a time
See: These collaborations are something we need more of right now
