Melbourne-based streetwear brand Perks and Mini (P.A.M.) has partnered with PUMA to release an outdoor-inspired collection within a larger, multifaceted project: the PAM/PUMA BIO/VERSE.
Established in 2000 by Misha “Perks” Hollenbach and Shauna “Mini” Toohey, P.A.M. has gained a cult following over the years for its fun, carefree, and colorful approach to clothes, blending fashion with psychedelic graphic design, art, music, and nightlife. P.A.M. and PUMA are now teaming to release a collection that blurs the lines between streetwear and outdoor clothing.
The PUMA x P.A.M. collection enters the world of adventure with its 20 styles across apparel footwear, and accessories. The nature-inspired color palette and rich textures are inspired by the Yareta, a blobby green velvet cushion plant native to South America. Down jackets are dressed in an assortment of yellow, green, and purple, while fleece sets opt for a copper-tone camo look. The tees and polo shirts embrace P.A.M.’s design aesthetic with their psychedelic graphics. To highlight the functionality of the collection, accessories include a bucket hat and cap, a trail backpack, and a bottle bag set. Fabrics used in the collection are biodegradable and include 20% recycled fibers, and 100% for down jacket filling.
The collection also includes four styles of footwear. The classic PUMA Suede gets a velvet green and brown makeover across the upper, paired with an speckled black midsole. This is accompanied by high-top trail shoe in brown, a grey trail runner, and puffy clogs with fleece lining.
Further diving into the outdoor-inspired theme, the collaboration aims to make a positive real-world environmental impact. The PAM/PUMA BIO/VERSE includes a partnership with DEEP, a company that creates and deploys biodiversity monitoring technologies in wild ecosystems. Data collected by DEEP from cloud-connected audio sensors in the Juruá River region of the Western Brazilian Amazon provides insight into keystone species, animal group behavior, migration patterns, and more. The data can also be used to help stop illegal activity that harms the ecosystem.
“From the start, we saw this project as an opportunity to make something together that could go beyond fashion, and the PUMA team was instantly supportive. So, as part of the PAM/PUMA BIO/VERSE, we suggested creating a project that worked to protect threatened wild places on the planet; the same kind of places that inspired the collection”, says P.A.M. co-founder Shauna Toohey.
Directed by Ben Ditto, the campaign stars rapper Thaiboy Digital and indigenous Australian artist Milari Barker. The audio of the campaign is produced by Swedish audio pioneer Varg²™ and uses samples taken directly from DEEP’s Amazon project site.
The PUMA x P.A.M. collection releases this Saturday, November 5th on the PUMA website, at select PUMA stores, as well as on the P.A.M. website and at P.A.M. stores. Check out the campaign images below.
