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PUMA COLLABORATE WITH ALEXANDER MCQUEEN FOR THE LAUNCH OF THE PUMA KING BY ALEXANDER MCQUEEN

Pressemelding   •   mai 07, 2014 19:45 CEST

MAY 2014, The PUMA King by Alexander McQueen sees the collaborative pair celebrating the process of design and manufacture as well as the beautiful game itself with two limited edition boots.

This latest collaboration between PUMA and Alexander McQueen pays homage to the most iconic silhouette in PUMA’s football archive whilst cementing one of PUMA’s most impressive and enduring fashion partnerships. The PUMA King by Alexander McQueen takes the craftsmanship and excellence of the Alexander McQueen brand and fuses these luxury elements with PUMA’s history and origin.

PUMA’s reputation in football is fearsome. Since its launch, the PUMA King has been a constant with the finest players in the world lacing up their Kings to write history on the world stage. The PUMA King is the market’s longest serving football concept still in existence today and boasts decades of performance excellence and product evolution.

Handcrafted using the highest quality materials and with seamless attention to the original PUMA King, the collaborators have produced two stunning new iterations of the timeless football boot.

With just 100 pairs in existence the PUMA King by Alexander McQueen will come in two extremely limited edition styles. Unavailable to purchase the boots will be gifted to select friends of the collaborating parties in recognition of 2014 in Brazil.

The first style is a unique Fish Skin, which has been tanned and crafted with a gold hand finish. The material recalls the Golden Boot, which is presented to the highest scoring player of the tournament. Limited to just 30 pairs worldwide this exclusive project is certain to be coveted by collectors and fans alike.

The second style is crafted from supple hand burnished Italian leather in a rich brown hue. Each of the 70 pairs evoke a premium heritage feel, which recalls football’s glorious past, and showcase the expertise and technique behind their production.

Craftsmanship is at the centre of this collaborative project. PUMA and Alexander McQueen romanticise the preindustrial age in the belief that a true understanding of the quality of the product can only be gained through handcraft.

The collaborative boot subtly subverts traditional proportion and detailing throughout the boot. The hand of Alexander McQueen is keenly felt in these minute details. Flourishes such as the oversized tongue, Formstrip stitch weight and foam density transform a performance product into something finessed and desirable.

To mark the launch of the collaboration PUMA and Alexander McQueen have commissioned a short film, which illustrate the production process. Shot in Italy, the beautiful film captures the essence of the artisanal project and details everything from the molding of the last to the intricate shaping of each handcrafted stud. Each one of the 100 pairs will also come with a commemorative book, which takes an insightful look into the rich history of one of the most storied of football boots.

A book that visualises the whole process of creating the PUMA King by Alexander McQueen accompanies each pair of boots. The book also features a short history on the PUMA King.

The PUMA King by Alexander McQueen celebrates PUMA’s history of performance and innovation in football through the craftsmanship and attention to detail of the Alexander McQueen brand. As a result the collaboration becomes the perfect union of tradition with technology.

Video:

https://www.youtube.com/watch?v=rNtuI-eSe0s

#PUMAKingbyAMQ

PUMA

PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running, Training and Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf, Tretorn, Dobotex and Brandon. The company distributes its products in more than 120 countries, employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information, please visit http://www.puma.com


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