The Puma deal marks the first one signed through Skepta’s Big Smoke Corporation, an organization described in the statement as aiming to “foster and ignite a community of individuals with talents and bring to brands” for partnerships.Īnd Skepta’s moving fast. has a deep knowledge in that same culture and this sense of relevancy, especially in Europe, but then also in other parts of the world will definitely help us,” she continued. “For us, it was very important to find someone that has a more approach and that’s where we connected. Looking to 2023, footwear and apparel projects have been tabled but Valdes declined to discuss specifics, saying it was still early days in the collaborative process. Until the end of 2022 Skepta will be supporting launches that are already in the pipeline, such as a new development in the RS line. Skepta’s role won’t just be highlighting and endorsing Puma’s style-forward lines but also helping the brand “ignite that community to bring talents into place to help us,” Valdes explained, noting that he brought “this credibility, the knowledge and know-how to pick and help us push them in the right direction.” “Men’s fashion is progressive and changing fast….I want to put my spin on what the future looks like with Puma.” “I’m looking forward to working with the whole Puma team,” he told WWD in an email. So far Skepta has gone to visit the brand’s archives and headquarters multiple times to discuss the direction the new relationship would take.Īnd the artist is raring to go. The conversation began this summer when Puma approached the music artist and producer to see if they would be a good match for each other. He is very connected to the kids and he is creating a lot of impact, not only in music, but also in other areas such as fashion and culture,” Puma Sport Style general manager Maria Valdes told WWD. You may have to select a menu option or click a button.“He actually represents a lot of things today in the market. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have more than one ad-blocker installed. You’ll usually find this icon in the upper right-hand corner of your screen. Click the icon of the ad-blocker extension installed on your browser.When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.Click on the large blue power icon at the top.
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