The sportswear label and Copenhagen-based label join forces in creating the Han Kjøbenhavn x PUMA second collection for Spring/Summer 2018. The two brands have previously worked together late last year and this time, the duo delivers both apparel and footwear. Drawing inspiration from a range of areas, the new collection boasts an overall deconstructed look from the concept of corporate cliches and Danish culture.
The corporate cliche concept is translated through the photocopy paper graphics, and pin stripe details on the garments to exude a deconstructed ordeal. The footwear pieces in the Han Kjøbenhavn x PUMA collection mainly rework PUMA silhouettes -- including the Suede, the Court, and the Leadcat. The new footwear offerings are the Abyss combat boot and the Tsugi Mi, which is constructed with DISC closure technology. The entire collaborative collection will be launched at select retailers including END. starting on March 24.
Image Credit: Han Kjøbenhavn, PUMA
What's Driving This Trend
- Deconstructed Fashion
- Opportunities for incorporating corporate cliches and cultural influences into a deconstructed look to create unique apparel and footwear pieces.
- Collaborative Collections
- Innovative partnerships between fashion and sportswear brands to produce collections that draw inspiration from multiple sources and appeal to a wider audience.
- Next-generation Footwear
- Opportunities for integrating groundbreaking technologies, such as DISC closure technology, into classic sneaker silhouettes to create high-tech footwear that caters to modern consumers.
Who This Affects Most
- Fashion
- A rapidly evolving industry that is ripe for disruptive innovation, particularly in the areas of collaboration and deconstructed fashion.
- Sportswear
- A segment of the fashion industry that continues to experience growth and is increasingly targeting a wider audience with innovative collaborations and unique designs.
- Technology
- An industry with potential innovation opportunities for the integration of high-tech features into footwear, creating new opportunities for athletic and everyday use.
