Puma x Heliot Emil
by Adriano Batista
Streetwear gets a technical upgrade with the first-ever collaboration between sportswear giant Puma and Danish fashion brand Heliot Emil. The collection ditches the usual bright colors for a monochromatic palette, letting the focus shift to innovative materials and practical design.
Think “stealth meets utility.” The apparel features clean lines and layers, with hidden functionalities cleverly woven into the design. The Sympatex Jacket, for instance, boasts a three-layer water-repellent membrane and structural wires for a unique silhouette that’s built to perform. Even a basic T-shirt gets a tech makeover with reflective logos and rubber badges.
Versatility is key in this collection. Hybrid zip-off pants offer multiple wearing options, while reflective logos ensure a touch of safety and style. Caps, gloves, and a backpack round out the collection’s covert aesthetic, making it perfect for urban exploration.
The star of the show, however, is the Fast-Trac NITRO 3 sneaker. This bold iteration features a custom-designed outsole, a breathable knitted upper, and a unique wire-driven fit system. A coded pattern adorns the slip-on upper, which sits atop a bespoke sole unit designed to tackle any terrain. Icelandic landscapes, known for their rugged beauty, served as inspiration for the shoe’s technical prowess.
Check out the campaign images below:
The Puma x Heliot Emil collection drops on October 26th, 2024, available online at Puma.com, in their flagship stores, and at select retailers.
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