>> I may have been off the mark by peddling motocross with a dreaded trend alert but sportswear, especially of the early to late nineties ilk, that we either embraced or hated in our “youf”. I say collective “We” as in people who grew up in places where there was an established “chav” culture (or scally or townie – insert equivalent where appropriate). As derogatory and politically incorrect as they sound today, there is no other way of summing up the aesthetic look, which persistently storms its way into many a student collections, and lingers as an overarching reference for the menswear (and to a lesser extent, womenswear) scene in London.
One click on this ASOS x Puma video for its new capsule collection, and it takes me back to feeling woefully uncool and 87 in front of the cool kids who wore their Umbro, Kappa and Fila (interesting to note the brands that were the shitz back in the day have fallen out of the current sportswear limelight) with swagger and bravado. For want of a better word, these girls look fly. See how unconvincing I sound as I type that word. Again, it’s difficult to put into a nutshell why the resurgence of sportswear when re-filtered through fashion designers is so convincing – like I said before, it’s an empowering ownership of what was once an aesthetic that was looked down upon, that is akin to the resurgence of logo-mania (discussed at length here, here and here). No doubt, news of Riccardo Tisci’s impending collaboration with Nike ensures that fashion’s collusion with sportswear shows no signs of abating.
ASOS Black’s menswear teamed up with Puma last year and now it’s the turn of ASOS womenswear and so Puma, despite its previous fashion-forward credentials in working with Alexander McQueen (rumour has it, a deal with Nike was imminent before Puma came up trumps) and Hussein Chalayan, notches up a first mention here on the blog. Coincidentally, as well as upping its fash-on game, my interest in Puma might have something to do with the fact that Puma is set to be the new kit sponsor for my beloved Arsenal (we are top of the league, say we are top of the league). ASOS have enlarged and dissected Puma’s logo and emblem in this eleven-piece jersey collection where animal print, graffiti and an unexpected injection of black lace and silver foiling come together in tees, joggers and a onesie that I was very tempted to live in over the weekend because of a current bout of cold (not pictured here because snivelling and trackie onesie don’t make for a pretty sight). As per my own personal fascination and rediscovery of brands, which I was once intimidated and repulsed by, the allure of sportswear remains that playing with the contrast of those pieces is too fun a game to resist. Take it away, new outfit photo background…
ASOS x Puma cropped t-shirt and neoprene skirt worn with Orley sweater and Valentino shoes
ASOS x Puma quilted cropped sweatshirt and black bomber jacket worn Comme des Garcons dress, H&M leather trousers and Salvatore Ferragamo shoes