Alexander McQueen has been collaborating with Puma for a while now on shoes. It looks like their relationship is now getting more serious since Alexander McQueen is now doing an apparel line for Puma.
The photos in the gallery are from the lookbook that the collaboration between Alexander McQueen and Puma produced. It features a boxing theme, which is a novel approach since many clothiers are going the artsy route.
Implications - Youth consumers are a strong penchant for subverting traditional gender roles. Backlash has emerged against this sentiment which covets the role of man as the rugged athlete. Companies can draw on this form a deeper connection with their customers by offering retail options that embody some of the traditional gender roles.