PUMA has teamed up with the avant-garde Scandinavian brand HELIOT EMIL to launch a collection that redefines utility wear.
This partnership transcends the familiar, merging PUMA’s renowned sportswear quality with HELIOT EMIL’s signature industrial and technical aesthetics. Designed for outdoor exploration and built to endure the elements, this collection is an upgrade to innovation and style.
The collaboration features a minimal black-on-black aesthetic, a hallmark of HELIOT EMIL, combined with PUMA’s high-performance materials. The collection is inspired by the raw and rugged landscapes of Iceland, reflecting the dramatic volcanic beaches, stark black mountains, and organic shapes of sand dunes. This influence is evident in the design elements, which include breathable knit uppers, rugged outsoles, and PUMA’s Nitro technology for maximum comfort and responsiveness. 
This collaboration marks a new era in utility wear, where fashion meets functionality without compromise. By blending HELIOT EMIL’s cutting-edge design with PUMA’s sportswear heritage, the collection offers a unique take on outdoor apparel that is both stylish and practical.
Showcasing for the PUMA x HELIOT EMIL collection is set to debut September 27th, in at 3 – 6 PM CEST ATELIER BASFROI, 23 RUE BASFROI 75011, PARIS, FRANCE.
