Samstag, 6. Februar 2016

Herzo meets NYC... again! // PUMA X ALIFE!

ALIFE und PUMA haben sich für 2016 erneut zusammengetan und präsentieren euch zwei Drops. Mit dem ersten zeigt euch die Crew von der Lower East Side, wie sehr Sport sie in ihrem Lifestyle und beim designen der freshen Streetwear beeinflusst.
"ALIFE: We have always been into both sports and obviously New York Culture, It’s who we are. We are really into Football onfield and off field apparel right now.
And we wanted to design technical apparel with more of a street wear inspired feel"
Wiederspiegeln tut sich dies im Apparel, welcher stark vom Fußball inspiriert ist. PUMA's Archive No.1 logo und ALIFE's 158 print werden gefeatured.

Bei den Running-Silhouetten wurde sich an PUMA's Klassikern bedient. Der Blaze of Glory kommt mit einer gesprenkelten Trinomic Sohle, Neopren und Nubuck Leder daher.
Der R698 wird in zwei Varianten erscheinen und kommt mit softem Suede und Nubuck Leder, sowie einer black on black Aufmachung, welche Sport mit ALIFE's Vorstellung
von Streetwear mischt.

PUMA's STATES ist geprägt von einem glänzenden Schlangenprint und hat so einen Pop-art Charakter erhalten.

PUMA: Working with PUMA again must feel like reuniting with an old flame – are the sparks still flying?
ALIFE: Excited to be working with Puma again. Last years project was a great success and eager to follow it up

PUMA: Fresh on everyone’s minds still is your debut collab collection with PUMA in Spring ‘16. With the second one in the horizon, how are you feeling? What do you expect with the new collection?
ALIFE: Puma’s ability to source and produce product is exceptional. To have the resources to design and produce with a company like Puma is exciting. And we are interested to see how the public reacts to the collection

PUMA: This season’s collection has two distinct parts: the first inspired by football and the second by streets of New York. What makes each of these parts unique?
ALIFE: We have always been into both sports and obviously New York Culture, It’s who we are. We are really into Football onfield and off field apparel right now. And we wanted to design technical apparel with more of a street wear inspired feel

PUMA: How are both PUMA and ALIFE represented in this new collection?
ALIFE: Puma is one of the leading authentic footwear brands, and we’ve designed this collection to showcase that. Merging NYC’s gritty history with the world famous Puma brand.

PUMA: Some people don’t know you’re big time football fans. Who’s your favorite team?
ALIFE: I support Chelsea. I’m new to football compared to most who’ve grown up with it, I began watching football religiously since 2005. My squad had a great year last season winning the Premier League, we won’t talk about how this year is going.

PUMA: Where the hell did you unearth that 1975 Fear City pamphlet? And why did you choose that to be the springboard for the second part of the range?
ALIFE: We recalled hearing about the pamphlets a while back and came across them again in our research. New York City was a completely different city then. It’s insane to think how dismal the city must have been for New York to spend money on a campaign to keep tourists out.

PUMA: How do you approach conceptualizing new ideas and the creative process at ALIFE for this collection coming off the first season?
ALIFE: We have a break out session together and we all through ideas out, so many ideas get tossed around. And eventually we come up with the direction.

PUMA: ALIFE has been going since 1999 – what do you think you have done as a business to have kept going and growing all this time?
ALIFE: Relied on a lot of luck.J

PUMA: If you can make it in New York, you can make it anywhere – does this still
apply, and if so why does it still ring true?
ALIFE: Especially now! Before you had a chance, the average resident could afford rent in a nice neighborhood. Now there are more people more competition and rents for a 1 bedroom apartment are ridiculous. If you can make it in this city now you definitely can make it anywhere.

PUMA: Two words to describe the collection? 
ALIFE: Must Have!

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