Aries and PUMA work in collaboration to launch a streetwear-centric collection, tapping into archival elements. Sofia Prantera, the founder of Aries shares, "There was a real division between skateboarding and snowboarding at that time [in the 2000s]. I was more into skateboarding. Snowboarding felt very mainstream at that point so I looked at it less. Looking back, I see it in a different light."
There are items seen this time around that were made by the brands over 20 years ago, bringing forth a nostalgic sense. The overall result of the two forces joining was to create a contemporary homage to the boundary-pushing technology that took place during that time, shown through silhouettes such as the PUMA Suede and PUMA Mostro updates.
Nostalgic Sporty Collaborative Streetwear
Aries and PUMA Join Forces on a Technical Collection
Trend Themes
1. Nostalgia-driven Fashion - A resurgence of vintage styles like those from the 2000s evokes emotional connections and brand loyalty.
2. Collaborative Collections - Partnerships between iconic brands combine unique strengths to capture diverse consumer bases.
3. Tech-enhanced Streetwear - Integrating modern tech materials into streetwear updates traditional silhouettes for contemporary needs.
Industry Implications
1. Streetwear - Streetwear's evolving aesthetic blends retro and futuristic elements to attract a broad spectrum of fashion enthusiasts.
2. Sportswear - Sportswear brands leverage historic designs to introduce innovative products that resonate with both old and new audiences.
3. Footwear - Footwear designers reimagine classic models with new technologies to appeal to trend-conscious consumers.