Puma –––––––

Generation Hustle: Rebuilding an emotional connection with water.

01.

Puma aims to reach 10 sustainable development goals for 2020 by incorporating them into their production and design processes.

To meet this requirements I have designed a FW 2020 capsule collection of Womenswear and Menswear (garments/ accessories and shoes) that relates to the market sustainability aiming at minimise water waste for a specific target market: Generation Hustle (15-24 yrs old).

GENERATION HUSTLE: WHO ARE THEY?

• Generation Hustle were born in a world of poverty, war, economic crisis.
• They desire a better world, security and stability.
• Very concerned about the planet and they want to make the difference.

WHAT THEY THINK?

•   80% Self expression. They are constantly connected to but connection must be real.
•   Not bothered by logos, they prefer brand with value or co-create.
•   55% They would rather create what they want to buy. They value the ability to collaborate with brands.
•   The most sensorially stimulated generation. They have been born in a world where touch is the remote control, hi definition, surround sounds and 3D.

02. THE SOLUTION

We can be ethical only in relation to something we can feel se and understand, love or otherwise have faith in. As said by Nelson Mandela “Don’t talk to their minds, talk to their heart”.

I’ve chosen to tell a story that helps people exploring and understand the profound and ancient emotional connection with water. Protecting what we love is a basic human instinct. Once you fall in love, you dedicate yourself to protect it. So I asked to them (generation hustle): Would you write a love letter to water?

The inspirations for this collection rooted in different elements that connected with water from a deep level:
• Visuals that would recall the idea of “rescuing” with the study of uniforms of rescue boat’s workers.
• Water’s patterns and natural colour palette.
• Jason Decaires Taylor’s underwater’s sculptures as they beautifully depict the intimate connection of water and human beings.
• Utilitarian garments that would be needed when water is present in our life: rain, floods, etc.
• The written love letters to water.

03. THE OUTCOME

The output of the research was a collection that supported, from many aspect, a more uplifting connection with water. All the garments and accessories were made of fabric that was treated, printed and embroidered to uplift the visual and tactile senses. A selection of garments were also printed with the love letters from Gen.Hustle. Meanwhile, the fabrics and techniques of the capsule collection were selected only if aligned with the sustainable goals ( I.e: no water prints/ natural fabric water repellent coating, etc) so that technical aspect.

The will behind the project was to build a collection for Puma that was reaching beyond the nature of the garment’s surface. The collection became a shared wearable testament that was tapping into people’s emotions while also being reminder of the deep and intimate connection we have with water.