He’s a superstar, Grammy award winner and now a creative collaborator on the fashion front; Abel Tesfaye aka The Weeknd has finally dropped his latest venture. Sportswear brand PUMA has unveiled its collaboration with The Weeknd, PUMA x XO.
Announced as PUMA’s Global Brand Ambassador and Creative Collaborator last year, this is the debut fashion collection from the American musician and has been designed to reflect his personal style with streetwear including bomber jackets, boots, and kimonos finished with camo, suede, and denim.
He has made an immense influence in the streetwear industry. He makes his own rules, lives to create and has an eye for beauty in the unexpected. Classic meets futuristic. Military meets luxury. The campaign was shot in mysterious Marfa, Texas, a perfect backdrop that compliments the PUMA x XO creative language.
Commenting on the debut collection, The Weeknd says , “We’ve been building the XO brand for a long time now. It’s gone beyond product and the PUMA x XO collab is an extension of everything we’ve been doing. For XO, partnering with a powerhouse like PUMA and having the ability to create a new aesthetic is an amazing opportunity.”
The PUMA x XO collection will be released in three drops, each differentiated by a unique aesthetic. The first drop is the first-ever PUMA x XO footwear – the PUMA Parallel. Inspired by military and utilitarian gear, the all-new silhouette is a mid-cut sneaker boot with an Italian nubuck leather upper and a midsole featuring IGNITE cushioning technology.
Speaking to Footwear News before the release, The Weeknd said that he hoped the ‘Parallel’ would have universal appeal. “I just want to see everyone wearing it. I want it to be part of pop culture. I want to walk down the street and see kids wearing it and women wearing it. I want to see the pope wearing it. I want to see [Barack] Obama wearing it. I want to see Elon Musk wearing it.”
The Weeknd’s PUMA x XO Parallel will be available on 24 August from Hanon, End and Offspring stores, priced at £155.
Stay tuned for more on The Weekend’s subsequent drops for Puma x XO.
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