P.A.M. and Puma team up to rekindle our relationship with nature – DAZED
Thu 3 Nov
The cult label’s new campaign, fronted by Thaiboy Digital, comes alongside a groundbreaking project to preserve wild ecosystems.
During coronavirus lockdowns, Shauna Toohey and Misha Hollenbach spent a lot of time hiking and exploring forests, making up for years of city living – since 2015 their Melbourne-born label, P.A.M., has been based in Paris. “We knew that ‘normal’ life would return,” says Shauna, “and we didn’t want people to lose this new found importance for the outdoors.” The result? The cult brand’s new collaboration with Puma: a collection that blends streetwear and outdoor clothing within a larger nature project, the PAM/PUMA BIO/VERSE.
At the centre of the first ever Puma x P.A.M. collection is the idea that the clothes can be worn from the convenience store to the hiking trail. “We wanted to make clothes that are comfortable for a seamless transition between the city and the wild,” adds Misha. In practice, this means loose, simple silhouettes and functional footwear. Puffed-up down jackets are paired with slip-on hiking boots, fleece sweaters, and other streetwear staples in toned-down camo or, in tribute to nature’s psychedelic side, vivid prints that take inspiration from flora such as South America’s Yareta (AKA the “cushion plant”).