After announcing their partnership earlier this year, global sports brand PUMA and Australian skate label Butter Goods are releasing a full collection of footwear and apparel. Taking inspiration from sports advertising in the late ‘90s and early 2000s, the collection is steeped in nostalgia.

PUMA x BUTTER GOODS harks back to the heyday of sporting clubs, vintage tennis teams and bold ‘90s skateboard merch in a way that feels fresh and contemporary today. The collection embraces a moment where across professional sportswear: vibrancy, personality and authenticity won out over clinical minimalism. Campaign images play on this theme and feature a ’90s-inspired teen skateboarder’s bedroom filled with kitschy items that bring about a sense of nostalgia and feel for the era.

The design direction is heavily influenced by the era in which Butter Goods’ founders grew up skating, full of bold colours, baggy cuts and technical fabrics and finishes. Influenced by the past, designs have been reinterpreted with a contemporary streetstyle approach. Mixed with PUMA’s sport heritage and classic silhouettes, the collection combines premium materials and bold prints presented in a ‘90s inspired, multi-coloured palette.

“When the opportunity to work with PUMA came about, we were so excited to work with a brand with such a rich history and deep archives,”. “The most exciting thing about the design process is the discovery both for us as the people designing but also in the finished product for customer.”

say Butter Goods’ founders

Classic PUMA footwear styles are included in the collection. The Slipstream (R2 199), one of PUMA’s most iconic basketball silhouettes from the ‘80’s, is back with a leather upper with perforation detail and comes in black and white options, with green nylon piping on the formstrip, a co-branded tongue and suede detailing. The Basket VTG (R1 699) has a unique corduroy upper and comes in a blue or orange colourway.

The corduroy detailing continues across the apparel items in the collection, with a standout corduroy Track Top (R3 399) and Track Pants (R2 599) as well as Graphic Tees (R799), Shorts (R1 499), a Crew (R1 799) and an FB Polo (R1 499).

Founded in Perth, Australia in 2008, Butter Goods exists in a place where skateboarding and music collide and inspired by the different counter cultures that were born through those movements.

Available from 4 September 2021 from, PUMA Braamfontein, PUMA V&A Waterfront, Shelflife, WE ARE EGG, X-Trend and select retailers.

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Urban Lifestyle is a blueprint of what modern day South Africa is all about. It showcases different lifestyles and how people interact through them. It aims to open up industries to anyone aspiring to change the game, whether by influencing it or recreating how it is viewed.

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