PUMA has looked to the fashion industry’s future for its latest collaboration with US-based upcycler and Vivid Visions founder Andrew Burgess. The collection sees a selection of sustainable designs crafted in line with the Vivid Visions ethos, which focuses on reusing old textiles to produce unique garments.
The experimental one-off offering uses recycled materials to construct a selection of pieces, including patchwork print tops, which place the PUMA logo within Vivid Visions’ printed eye branding and colour-blocked track pants. Later campaign shots show black zip-up track tops finished with colourful patchwork arms, worn by models as they perform stretches surrounded by PUMA-branded footballs.
The campaign was shot in London’s iconic York Hall in Bethnal Green, which first opened in 1929 and remains one of the UK’s premier boxing venues. Its wood-panelled walls and glamorous high-ceiling contrast with the sports equipment below. The location perfectly aligns with the campaign’s ethos, which both nods to PUMA’s 75-year sporting legacy and looks to the future of fashion. This is further extended through the inclusion of PUMA King football-inspired sneakers in campaign images, which go hand-in-hand with the vintage-inspired upcycled collection.
Burgess was inspired by a trip to the PUMA factory in Turkey, where he saw the impressive progress PUMA made in scaling up circular technology, which he described as “eye-opening.” He went on to share what he took from the experience: “When I think of garment production, I think of the final sewing stage where the fabric comes together to make the finished product as that’s typically my upcycling process. But learning exactly what goes into breaking down old textiles – that would potentially have otherwise gone to landfill – before they become something new was super interesting.”
The capsule is a part of PUMA’s broader RE:FIBRE initiative, which focuses on textile waste as the primary source of material. As part of its recycling process, waste fabrics are broken down chemically to create new fabrics without sacrificing quality.
Vivid Visions’ future-focused approach has seen the brand create unique garments with the planet in mind, catching the attention of American basketball player Jayson Tatum, who has been spotted wearing the brand several times. The brand’s latest work with PUMA is the next chapter in a sustainability-focused future.
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