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Puma hands over the reins to divergent Russian label Outlaw Moscow for fall 2018

Guest designer

Text: Andrea Sim

First Germany, now Russia. See how Puma continues to diversify brand currency and culture

It's said that the good artists copy while the great ones steal. Except in fashion, there are more ways than one in achieving such distinction. Many have learnt that "stealing" is a one-way ticket to industry infamy and that Diet Prada moment, but borrowing by way of collaborations is the de facto ingenuity. Brands like Moncler have woven joint creative ventures into their main collections — instead of saving it for just the occasional capsule drops — and Puma, hot off it's tie-up with Munich's MCM, has joined the party. 

The brand's fall/winter 2018 season borrows the divergent spirit of Russian label Outlaw Moscow; its designers given the prerogative to imbue Puma gear with their key design markers and cultural inspirations. (We're digging how they're calling it "grime luxury"). For instance: the words 'Outlaw' and 'Puma' appear on the garments and sneakers in Cyrillic script, while florals from old Russian illustration books headline the collection alongside Russian art. Footwear wise, notable offerings of fall 2018 include an adapted trail runner (the Trailfox Graphic O. Moscow), with a couple silhouettes testament to the brand's ongoing love for chunky sneakers

Browse the Puma x Outlaw Moscow fall/winter 2018 lookbook above, and sneaker selection below:

Pre-orders are now open for selected pieces, online at Outlaw Moscow. The collection will be available at Puma MBS Select Store, Seek, LeftFoot and Robinsons The Heeren from 14 July. 

 

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