Global sportswear giant Puma has partnered with Australian-based skate label Butter Goods for a new “sophomore” sports-accented streetwear collection, Puma x Butter Goods.
Butter Goods, founded in Perth in 2008, is known for its strong graphic identity, where skateboarding and music collide. The latest collaboration with Puma is inspired by the '90s era of skateboarding and sportswear.
The campaign was shot by photographer, skateboarder and part-time DJ Atiba Jefferson and features recording artist Liv.e alongside producer Mndsgn in a vintage synth museum.
Liv.e and Mndsgn worked together to create an original song for the campaign, with Usain Bolt lending his voice to the campaign video as an animated puma.
Key details of the new streetwear collection include retro-inspired prints and designs with contemporary fits and all-over prints, available in two colourways.
The statement piece in the collection is the Polo, with a large athlete graphic on the front atop a graphic all-over print. There are also co-branded hoodies and graphic tees, along with accessory staples like a tote, cap, and flatbrim cap.
The collection will be distributed on au.puma.com, Puma stores and select retailers, with retail prices ranging from $60-$200.