Sportswear brand Puma has closed a design collaboration with French streetwear brand Brooklyn We Go Hard (BWGH) as part of its ‘Select’ program.

The first full BWGH x Puma collection will be released in fall 2014. It includes apparel pieces such as knitwear and shirts as well as shoes. According to both sides, the two brands plan to establish a “long-term partnership” and have already started work on the joint collection for 2015.

As a taste of what to expect from the collaboration, BWGH and Puma launched the ‘Bluefield’ pack last week. It consists of BWGH’s interpretation of the Puma R698 sneaker, a backpack and a skateboard (only distributed to friends). All products of the line are in shades of blue, based on BWGH designer David Obadia’s inspiration from the American painter Mark Rothko.
The limited BWGH R698 sneaker was released in BWGH’s web shop on December 6 and one day later at selected sneaker stores worldwide. It sold out quickly.

Obadia commented about the motivation of the co-work: “Without Puma, we would have never been able to do footwear, which has been a life-long dream of mine. In exchange, we give Puma some of our coolness.”

BWGH was founded by Obadia and his friend Nelson Hassan in Paris in 2010. The streetwear brand has since experienced a hype, especially for their logo sweaters with slogans such as “Brooklyn Parle Francais”.

Puma has a long history of design collaborations and has worked/is working with names such as Jil Sander, Alexander McQueen and Hussein Chalayan. Most recently, the brand released a line in cooperation with New York designer Sophia Chang as part of its ‘Select’ lifestyle collection.

All items from the Bluefield pack
All items from the Bluefield pack