Puma
What’s Next for Hip-Hop and Fashion
Hip-hop fueled an explosion of brands, collaborations and merchandise, but with fashion saturated with partnerships and rapper-led labels, and signs emerging that hip-hop’s cultural power could be waning, artists and their partners are finding ways to stand out.
How to Grow a Fashion Brand Without Trashing the Planet
Over the last six years Puma has managed to double its revenue while shrinking its carbon footprint by almost a third. It’s an example more brands need to follow, argues Kenneth P. Pucker.
The Football Team That Finally Got Fashion Right
Vogue-produced campaigns, streetwear tie-ups, fashion week events and special relationships with Off-White and Puma have helped Italian giant AC Milan infiltrate the industry where other teams have fallen short.
The Year Ahead: What to Expect as New Sustainability Rules Roll In
The State of Fashion 2024's essential guide to incoming sustainability regulation reveals how and why retailers, brands and manufacturers need to revamp business models to align to a shifting regulatory landscape.
June Ambrose on Leaving Puma and How Sports Changed Fashion
The acclaimed stylist and costume designer will leave her post as creative director for women’s basketball, where she elevated the stature of the sport in high fashion.
Adidas and Puma Eye Chances in Football’s Fashion Moment
Sportswear brands like Adidas and Puma are seeking to take advantage of a flirtation with soccer by the fashion world to reach a new customer base.
Can Fashion Live Without Plastic? It’s Complicated
Last month, Boss’s runway show in Milan featured a trio of limited-edition jackets made using a new fibre designed to replace polyester. But untangling the industry from a material that has played a central role in its growth will be a tricky business.
How Sports Partnerships Are Making Fashion’s Waste Problem Worse
Sportswear giants like Nike and Adidas churn out mountains of apparel and equipment for their sponsored teams each season, the bulk of which ends up in the trash. Now, start-ups and designers are trying to reduce waste by upcycling this unused merch.
Here Comes the Gorpcore Backlash
Designers say fashion’s obsession with technical outerwear like hiking boots and cargo vests may have peaked. Noah’s Brendon Babenzien is the latest to abandon the trend in an upcoming collaboration with Puma.
Can Fashion Quit the World’s Dirtiest Fossil Fuel?
Companies like H&M and Puma are pushing to get coal out of their supply chains by the end of the decade.