PUMA AND OUTLAW MOSCOW
PUMA diversifies its Autumn-Winter ’18 Select lineup by partnering with up and coming to fashion brand Outlaw Moscow (a.k.a AYTΛO). Born out the streets of Russian capital and founded in 2014 by designer duo Maxim Bashkaev and Dilyara Minrakhmanova, Outlaw Moscow | AYTΛO is the progressive brand that has multiple times participated in Paris and Milan fashion weeks, shot the Outlaw Film that won the SHOWStudio Film Award and the Outlaw Film 2 together with legendary photographer Nick Knight, the brand dropped several secret parties in Moscow and established the reputation as an independent brand that stands for diversity and freedom.
The debut PUMA x Outlaw Moscow | AYTΛO collection incorporates the unique and eclectic influences. It’s a fusion of streetwear and high-end fashion, grime, and luxury. It consists of distinctive Russian design elements: minimalistic branding where PUMA is a translation in Cyrillic – ПYMA alongside with Moscow famous logo AYTΛO – a phonetic transcription of “Outlaw” word in Cyrillic. The styles have the implementation of industrial design elements with the combination of elegant floral prints from Russian retro illustration books, adding crisp color-blocking that is inspired avant-garde art legacy, coming together in an eye-catching, provocative and complex collection.
The first drop features footwear, apparel and accessories with traditional Russian flower print, embroidery, bright color blocking and unexpected material combinations to unite national inspired motives. It celebrates the festive and rich Russian culture right in the heart of Moscow where the much-anticipated football tournament is happening this summer.
PUMA and Outlaw Moscow | AYTΛO stand together to deliver a message of diversity with a collection designed in Russia and shot in South Africa. The first drop pre-releases on July 6th on Outlaw.ru and worldwide on July 14th in leading sneaker retailers, PUMA.com and PUMA stores across the GCC.