PUMA and P.A.M. are teaming up this season to create a collection that blurs the lines between streetwear and outerwear, as part of a multi-faceted project – the PAM/PUMA BIO/VERSE – with the aim of reconnecting with the concepts of nature and community.

For those unfamiliar with P.A.M., it is a Melbourne-born brand, based in Paris since 2015 and founded in 2000 by Misha Hollenbach and Shauna Toohey, whose initials stand for Perks and Mini. It is primarily characterized by a multidisciplinary approach combining fashion, graphic design, art, music, and nightlife and has gained a cult following for its fun, carefree and colorful clothing.

The first PUMA x P.A.M. collection takes the wearer from the shop to the hiking trail and features simple, adventurous garments with bold graphics and all-over prints with a psychedelic twist. Its concept, rich in textures and colors, is inspired by the South American yareta. Yareta, a pillowy, velvety plant. “We wanted to make clothes that are comfortable for a seamless transition between the city and the wild, linking both of them”, said Misha Hollenbach.

“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 created a project that worked to protect threatened wild places on the planet; the same kind of places that inspired the collection”, added Shauna Toohey.

The BIO/VERSE uniquely commits to real-world environmental impact through a partnership with DEEP. Through the DEEP BioDATA Platform, the project supports the installation of biodiversity monitoring technology in one of the world’s last remaining wild places – the Jurua River region of the Western Brazilian Amazon. Cloud-connected audio sensors use Machine Learning to process live sonics from the project site, providing never-before-seen insight into keystone species, animal group behavior, insect density, primate community dynamics, migration patterns, change over time, and much more. This data is fed into local and scientific communities to enhance research, understand ecosystem dynamics, propel and direct conservation efforts, and stop illegal activity in these most beautiful and vulnerable ecosystems. DEEP works with on-ground partner Instituto Juruá, and technology partner Rainforest Connection to achieve these visionary impact outcomes.

Spanning 20 different styles, the collection includes elevated basics such as fleece jackets and sweaters, cargo trousers, T-shirts, polo shirts, hoodies, and down jackets. The palette is nature-inspired and dominated by rich purple, lavender, green, and copper tones. Fabrics are biodegradable and include 20% recycled fibers and 100% for down jacket filling. Shoes comprise classic sneakers, trail-running shoes, and clogs. On the minimal side, accessories – a bucket hat and cap, a trail backpack, and a bottle bag set – highlight functionality.

As for the campaign, directed by Ben Ditto, it is fronted by the hottest young face in rap Thaiboy Digital, and by Australian indigenous artist Milari Barker. The audio of campaign audio was produced by Swedish audio pioneer, Varg2TM and uses samples taken directly from our Amazon project site.

PUMA x P.A.M. Collection will be available globally from November 5th in selected PUMA Stores, PUMA.com, and distribution partners with a retail price ranging from 40 to 330 Euros.