Puma by Hussein Chalayan

The new utility sportswear collaboration will be shown in Selfridges through a unique installation project that mixes shopping with art

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Puma’s latest collaboration with Hussein Chalayan will be exclusively presented by Selfridges in a special installation project by Everyone Associates. The installation aims to push the boundaries of the consumer experience by presenting the new line in a travel inspired space, mixing shopping with art. The Urban Mobility collection is made up of key pieces of urban, sports and travel-wear, which combine Puma’s functionality and technical knowledge with Chalayan’s creative direction. Clothes for men and women are simple, with either a slim-fit or loose silhouette. Monochrome colours and burn-through patterns offer Chalayan’s distinctive perspective on traditional sportswear.

The sports utility theme of the collection will be brought out in the installation, which is designed to mirror the ever-changing landscape of the modern-day traveller. The space will be made up of triangular steel rods which change colour from black, to white, to a reflective finish and then back to black again to represent the changing of time zones. Each piece of the collection will be displayed on bespoke hangers, which will be suspended from the rails using the power of magnetism to keep them up and will be accompanied by a bar code, which allows mobile Internet users to scan each item to learn more about it and gain access to a selection of articles, picked by Chalayan to provide an insight into the inspiration behind the work.

Puma by Hussein Chalayan will be available from 4th February 2011 in Selfridges, London.

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