CHART TOPPING HIP HOP ARTIST BIG SEAN LAUNCHES DEBUT COLLECTION WITH PUMA
From the streets of Detroit to number one on the charts, Sean Anderson a.k.a Big Sean has built his career on hustle. He takes inspiration from the simple fact that life is what you decide you want it to be; your decisions, good or bad, define your legacy. He’s embodied this throughout his evolution from local Detroit rapper to international star– he’s worked hard to get here, and he never forgets his beginnings. Sean’s talents go beyond music and performance; his personal sense of style for one has undergone transformations over the years and has now reached icon status. As a PUMA creative collaborator and ambassador, he gives his stamp to his debut collection that reflects his classic meets street luxe style.
Launching the all-new SS18 collection in style, PUMA and Big Sean teamed up for a release party in LA recently in late March. Featuring a pop-up shop powered by Nice Kicks (@shopnicekicks) that exclusively sold drop one pieces from the collection ahead of the global release. The evening had cool vibes and was an over-all memorable experience with celebrities, press, influencers and consumers joining from LA and around the world. Accompanying Sean at the event was his singer-songwriter girlfriend, Jhené Aiko as well as several friends and close family.
Releasing prior to the full range is a capsule pack that Sean designed to commemorate the Suede’s 50th anniversary. That OG PUMA ‘D’ branding reminiscent of its founder Rudolf Dassler’s logo, premium taping and mix of velour and knits are some of the key features that set the tone for what you can expect from his full collection. The Big Sean Suede 50 pack features the Suede x Big Sean reimagined mid-cut iteration with a chunkier midsole, prominent PUMA ‘D’ branding on the tongue and iconic Big Sean signature in the outer lateral. Big Sean redefines the. Suede with an extra-clean form stripe, a knitted sock construction and a customized lacing system originally inspired by hiking laces. Sean’s characteristic green white and blue colorway finishes off the clean iteration and appear on the heel loops, sole and foot bed. Sean breathes new life to the classic T7 Track Jacket by giving it his hometown remix. The PUMA x Big Sean T7 Top and Pants is street meets luxe with a mix of soft satin, velour, double knit and premium taping. A dedicated taping that accentuates the collar, cuffs and waist comes in the same striking green, white and blue combination. Tone on tone branding finishes the clean silhouettes.
The collection expands to a carefully curated range that celebrates Sean’s style journey featuring classic and streetwear staples in sport-inspired luxury. Drop one features another colorway of the Suede in Ash and a crisp rendition of the Clyde, sans the Form stripe, in Natural Vachetta. Both renewed classics bear Sean’s signature on the outer lateral side. The PUMA x Big Sean Leadcat stands out with premium detailing and his signature logo at the heel. It’s the coziest that you can get with a molded foot bed for soft comfort and padded, premium suede strap.
Onto the apparel, Sean took careful considerations on classic pieces and reinterpreting them in an elevated level with luxury fabrics, focusing intricate constructions. His take on the classic coach jacket comes in tonal fabric clashing- soft satin and nylon in Whisper White. The dedicated tape that runs through the whole collection and Detroit inspired embroidery give the PUMA x Big Sean Jacket a bespoke finish. The PUMA x Big Sean Hoodie in Whisper White comes in tonal fabric clashing, half in soft velour’s and half in premium double-knit. The striped taped that runs as the read thread throughout the collection is applied in a sophisticated placement inside the hood. The hoodie gets it ́s elevated finish with a tonal embroidery sign off on the chest. The Classic Tee in the same milky colorway comes with sophisticated details that make it the luxury core piece of the collection. The collection’s trademark tape applied as a loop on the back neck and the tonal oversized graphic on the back. Rounding up the clean and fresh range is the PUMA x Big Sean T7 Track Top and Pants in slightly darker interpretation in Ash.
To set the tone for the PUMA x Big Sean campaign, the team collaborated with creative duo JUCO to conceptualize the set design and showcase the collection that resulted in a unique, unexpected and artfully executed imagery. Focused on the idea of juxtaposition, JUCO took the inspiration of a classic American Midwestern city and remixed it with overstated elements of beauty and glamour. Shot in Big Sur, Sean reveals he collection in a classic American barber shop.
Source(s): Puma, Getty Images, Bader Media Group