ONE SMALL SEED MAGAZINE Issue #28 Digital 03 | Page 26

How did you decide on models or fabrics?
First of all we had the opportunity to go through the
PUMA archives to see all the different shapes that
have been used. From going to the different shapes
and choosing the one that we felt worked well with
our prints, some classic ones and some less so. We
worked with the PUMA design team to marry up
our prints and figure out what worked best on each
shoe. Something that is really exciting for us is that
our own furnishing fabrics velvet and jacquard, are
actually being used on the PUMA trainers.
What is the concept behind the collection?
We started with our classic prints that we’ve become
known for: Hackney Empire which has all the animals
in it, Wild Card which is our classic leopard print,
Palmeral which is our palm leaves as well as Dalston
Rose and Inferno. So for the first collection it was
the key message to actually use our classic prints.
People associate us with those prints.
Is there differences or difficulties to translate this allover print - which is usually made for wallpaper or
furniture - onto sneakers?
We have now branched into fashion as well womens
wear and menswear, so we’ve been doing that
for almost two years now and for us our fashion
aesthetic is quite sporty. Whether it’s sweatshirts or
tshirts, traditional aspects of our label makes a good
DNA. So what we were missing was trainers really
and that’s why PUMA fits in really nicely. Once we
selected the different styles and prints we had to do
some work on rescaling the design and that sort of
thing, but it worked well.
How did you find the result?

Model: Candice Grobbler
Model: Quintin van Heerden
Photographer: Lasche' van Heerden

We have seen some samples, and they looked
great, even better than we could have expected. I
think it’s going to be a really exciting collaboration.
There is already a lot of anticipation for it.