Todd James for PUMA

PUMA has ditched, for a time, their strictly sporty-lifestyle brand feel and introduced a new lick of attitude; their latest collaboration with NYC multimedia artist Todd James and it’s looking good.

They’ve launched a focused capsule collection that features some pretty awesome directional and graphic hoodies and t-shirts with repurposed PUMA logos in the artist’s striking and mischievous style.

He’s a funky self-taught artist whose history in the subway system of New York City and knack for ironic and amorphous artworks has seen him take his place in hip hop album covers and urban installations.

The boldness of his style is a welcome change to PUMA’s more-often-than-not similarity and is packed with interesting characters in print, from apes to ice-cream and a snarling PUMA with sneakers on each paw, really playing at Todd James’ transmutation of urban energy into vibrant characters that PUMA can really use.

This is a part of the PUMA collection that knows where it’s going and is going to enjoy the journey.

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