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In a groundbreaking venture, PUMA has joined forces with Andrew Burgess and VIVID VISIONS, bringing forth a distinctive capsule collection that not only fuses avant-garde fashion with sports heritage but also champions sustainability through innovative textile practices.
This collaboration showcases five meticulously crafted designs, each exclusively fashioned from PUMA’s RE:FIBRE fabric, an ingenious recycling initiative. The garments, captured in the iconic York Hall Leisure Centre in London, not only pay homage to PUMA’s roots but also serve as a testament to Andrew Burgess’s prowess in repurposing unwanted and damaged clothing.
Andrew’s journey into this creative experiment was spurred by a firsthand encounter with PUMA’s circular textile technology during a visit to Turkey. Witnessing the intricate process of breaking down old textiles into new ones was a revelation for him, prompting the creation of bespoke RE:FIBRE fabric from recycled polyester garments.
The collection’s imagery, shot against the backdrop of London’s York Hall, reflects the essence of circular fashion, where old garments undergo a transformative journey, echoing the infinite possibilities of sustainable fashion. The garments, with their shredded, depolymerised, repolymerised, and reimagined textiles, embody the beauty of the RE:FIBRE recycling process.
Andrew Burgess, shedding light on his collaboration with PUMA, expresses, “My brand VIVID VISIONS is all about blending the past with the future, so working with PUMA to create a one-off collection made from a ‘new’ recycled fabric was pretty cool.” He delves into the symbolism within the collection, explaining how fabric strips on the sleeves represent the RE:FIBRE yarn spun from melted polymers, and the cut-off trousers and jacket reflect the transformative process of RE:FIBRE.
This partnership is a culmination of the ongoing collaboration between PUMA and Andrew, who is an integral part of PUMA’s Voices of A RE:GENERATION initiative, aiming to enhance transparency and communication regarding the brand’s sustainability endeavours.
The custom PUMA x VIVID VISIONS one-off collection serves as the final chapter in Andrew’s creative Thread the Loop campaign. This social content series, designed to raise awareness of PUMA’s commitment to utilizing 100% recycled polyester from textile waste, aligns with PUMA’s broader sustainability strategy.
Since its pilot launch in 2022, PUMA has made strides in sustainable initiatives, producing recycled training jerseys for renowned football clubs. Notably, in 2024, PUMA will manufacture official football replica jerseys for Euro and Copa América tournaments using RE:FIBRE recycled materials, demonstrating a shift towards a more circular business model.
This collaboration not only epitomizes the intersection of fashion, sustainability, and innovation but also underscores PUMA’s dedication to rethinking garment production and fostering a circular economy in the realm of sports and lifestyle apparel.
