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.
Cairo celebrates his debut EP “Double Love” with an exclusive playlist
MODUS VIVENDI presents Holographic Line and the “Not Your Ordinary Family Portrait” Campaign
Chino Amobi’s new project, “Eroica II: Christian Nihilism”, marks a striking and deeply personal return from an artist known for expanding the edges of sound, image, and storytelling.
The work is part of the brand’s ongoing research into biomimicry, material science, and textile technology.
Arts of the Earth at the Guggenheim Museum Bilbao is an ambitious exhibition on humanity’s shifting relationship with our planet, soil, and biodiversity.
We talk to Callum Eaton about tension, humour and the objects that inspire his new exhibition.
Denim Tears has launched its own proprietary line of denim, titled DENIM TEARS DENIM BY DENIM TEARS.
Inspired by the folklore and spirit of flamenco, the collection captures the movement and emotion of the dance through silhouettes, contrasts, and details.
ALAINPAUL has created the costumes for a new ballet, Drift Wood, at the Opéra national de Paris.
MODUS VIVENDI presents its Fall-Winter Black and White edition, a collection that drifts in from a retro art universe and lands right inside the pulse of modern urban life. The vibe is graphic, fluid and inclusive, as… »
We put together this last-minute holiday gift guide built around the things we actually love to give (and receive).
Jack Archer photographed and styled by Julian Freyberg, in exclusive for Fucking Young! Online.
Ten pieces that say: You tried to erase us. Here we are anyway. And we’re making clothes loud enough to wake the whole city.
There’s a quiet light that runs through Óscar Casas’ work, an energy that feels both instinctive and deliberate, like someone who has learned to move between dream and reality with ease.
Heron Preston has officially relaunched his namesake fashion label.
Bosco travels with an analog camera not just to document places, but to understand them.
Casablanca presents its Resort 2026 campaign, shifting its focus to Los Angeles.
Out of Australia’s sticky summer nights comes Full Flower Moon Band — a name that’s gone from whispered cult obsession to one of the country’s most ferocious live exports.
The project offers a perspective on transformation, giving a second life to materials shaped by use in motorsports.
Together with Olivia and Ouriel, we met up in Paris to discuss creativity, criticism and the importance for artists to collaborate.
For the Louis Vuitton Pre-Fall 2026 collection, Creative Director Pharrell Williams turns his focus to Central Park in New York.
Moncler Grenoble presents its Fall/Winter 2025 collection, uniting high-performance design with metropolitan style for modern mountain life.
The McQueen Spring/Summer 2026 Pre-Collection is set against the backdrop of Eltham Palace.
Jen Deleusse at UNO Models shot by Camilo Delpin and styled by Celia Villa, in exclusive for Fucking Young! Online.
Primavera Sound Barcelona has announced the line-up for its parallel programme, Primavera a la Ciutat, further expanding its 2026 edition.
Y-3 presents the first chapter of its Spring/Summer 2026 collection and accompanying lookbook.
JW Anderson has released its Winter 2025 collection of Christmas ornaments.
Prince and Didi captured by the lens of Axelle Patard, in exclusive for Fucking Young! Online.
Stone Island revisits its iconic Ice Jacket for Fall/Winter 2025-26.
The range focuses on pieces designed for colder weather, combining function and style.
EDWIN has reunited with New Era for a second collaborative capsule for Fall/Winter 2025.
Troye Sivan celebrates 10th Anniversary of his planitun debut album with BLUE NEIGHBOURHOOD – Ten years on, set for release on February 13, 2026. Limited Edition features two additional tracks – “Swimming Pools” and “Strawberries & Cigarettes” – plus a reimagined cover art.
