Puma FIRST ROUND LOT78 GRAPHIC
February 8, 2010

PICS AND INFO VIA PUMA!

"Pure street poetry.This inimitable, one-of-a-kind design is the birth of PUMA 4 LOT78 Vs Sadia.
The collaboration was a lyrical blend of thought, aesthetic, and soft, sweet materials – producing
an indisputable definition of fashion as art.
Sadia Rafique‘s portfolio is varied and experienced, with art direction roles in fashion, graphic
design, film, photography, web design, and illustration; and her ability to express herself is no
less extraordinary. Designing on a computer and illustrating by hand, Sadia‘s designs have been
translated into graphic placements, repeat prints, appliqués, and embroideries for knitwear,
denim, jersey, branding, and accessories.
In summer `08, Sadia took a full-time role working as a Graphic Designer for a number of
women‘s performance lines within PUMA, under the newly appointed creative direction of
Hussein Chalayan. While at PUMA, she executed a major collaboration with PUMA and LOT78
for this spring/summer `10 season.
LOT78 is a collaborative ‚non brand‘ designed and run by Ollie Amhurst, and features hand
finished luxury leather and jersey pieces, inspired by a desire to further expand the correlation
between art and fashion.
This collaboration originated from an earlier collaboration between Sadia and LOT78 which
consists of twenty six hand-illustrated vintage biker jackets. The PUMA 4 LOT78 Vs Sadia
concept was based on this previous collection, as Sadia chose to hand paint PUMA First
Rounds in the same vein as the jackets.
PUMA provided Sadia with the iconic First Round silhouette and she went to work – handpicking
fabrics, colors, trims, laces, print techniques, and designing the shoe bag to accompany the
shoes. She artworked all the shoe graphics, using the factory blocks so that she could place
artworks with more precision.
The final design features transfers of Sadia‘s ink drawings and poetic messaging in black, white,
and pink on PUMA First Rounds, enhanced by LOT 78‘s quality soft leather and suede.
Quantities of the shoe are limited to 400 pairs.
PUMA 4 LOT78 Vs Sadia hits Solebox March 27th."