PUMA & Helly Hansen Deliver an Ode to the '90s

Featuring outwear, casual apparel and footwear.

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Fashion
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“From the sea to the street,” PUMA and Helly Hansen come together for their very first collaborative collection. Inspired by the ’90s, the capsule melds the former’s sports heritage with the latter’s technical expertise.

The seasonal range includes a comprehensive selection of apparel, starting with logo-heavy reversible jackets, built with a water-repellant fabric. The collab extends to co-branded clothing, from vests, hoodies and tees, to a fisherman beanie and an oversized waistbag.

The collection also stars three footwear silhouettes, starting with the Trailfox MTS, which features a nylon and suede upper as well as a mesh tongue with a jacquard-taped Helly Hansen logo. Next up is a LQD Cell Omega that includes a heat-cut PUMA logo on the heel, plus PUMA and HH branding on the tongue. Lastly, PUMA’s Nitefox is reworked with a transparent TPU formstripe, zig-zag stitching, round laces and bungee cords.

The collection is themed around the concept of “Shaped by Weather,” with Helly Hansen bringing its technical experience to all of the pieces. “Everything we do has a functional starting point,” explained Helly Hansen category managing director Kristoffer Ulriksen. “It’s all based on doing some sort of activity, we have our professionals, some who do their activities as jobs, and we have our consumers that love to go out for that feeling of getting on the water or getting on the powder snow. Everything we do is about protecting people from those elements.”

This technical heritage is one of the things that attracted PUMA to working with Helly Hansen, explains Arjun Mistry, Senior Partnership Manager Select at PUMA. “Instead of working on actual ‘90s shoes, we wanted to work on shoes that are a bit more technical because we have a technical partner to showcase that,” he revealed of the collection’s footwear. “We’re specialists in sportswear, we create performance products for sports, not necessarily performance products for the outdoors. We wanted to show that together we can do that.”

The PUMA X Helly Hansen collection drops globally at PUMA.com, PUMA stores, HellyHansen.com, Helly Hansen stores and selected retailers on September 26.

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