ONE SMALL SEED MAGAZINE Issue #26 Digital 01 | Page 57

The aim is to draw on PUMA’s rich heritage and honour sports’ influence on fashion. Practical wear
has inspired catwalks for decades and vice versa. As early as the 19th century, women started
wearing split-skirts for biking, and later on in the disco era dancewear turned into streetwear.
The 2012 Olympics influenced iconic fashion designer Vivienne Westwood’s sweatshirts and
tees printed with medals, laurels and ancient Greek athletes. In the same year and in a ‘similar
fashion’, Pam Hogg – whose famous designs have been worn by Rihanna and Kelly Rowland –
created a sport-influenced catsuit Jessie J. donned. Functionality combined with good looks is the
effective way forward – and hopefully it’s here to stay. PUMA’s philosophy of creating a premium
product for the willing consumer ties in to this concept: active is attractive!
For updates find PUMA on Facebook, visit www.pumaselect.co.za or follow @PUMASouthAfrica
on Twitter and hashtag #PUMASelectZA, #PUMASelectJozi and #PUMASelectCT to join the
conversation.
Click here to watch an interview with Ben Wilson and Adam Brinkworth.