PUMA and Palomo Spain reconnect this season with a collection that pays homage to classic surf culture but, this time, with an enveloping, genderless and accepting touch.
The second instalment of PUMA x Palomo Spain finds its inspiration in the surf culture that goes from the 60s and 70s – a time when surfing emerged as the ultimate expression of freedom and adventure, and was an example of a relaxed and non-conformist way of looking at life – to the aesthetics that crystallised in the early 2000s.
“We were looking to delve into a world we had never explored before,” says Alejandro Gómez Palomo. “A surfing theme was perfect for the summer and we were immediately reminded of cultural icons such as Bruce Brown’s documentary ‘The Endless Summer’ and Stacy Peralta’s ‘Dogtown’ and ‘Z Boys’; but also of our own teenage memories of Tarifa beaches in the early 2000s and the surfer boy look that was so prevalent in Spain at the time,” he adds.
Mixing soft shades of lavender pink, aqua green and pastel blue with pops of bubblegum, yellow and coral, the gender-neutral collection features five different ready-to-wear looks. The garments range from versatile printed cotton T-shirts and hoodies to lightweight moiré cargo trousers, bomber jackets and flowing long-sleeved T-shirts that mimic surf lycra.
Footwear includes two different versions of the Slipstream trainer: a two-tone shoe with leather and suede laces, and a pink mule with thick hook-and-loop fasteners. A mint moiré backpack, a reversible beanie and a shoulder bag complete the range of accessories.
The campaign, captured on the volcanic beaches of Lanzarote, focuses on the surfing community and summer romanticism. Shades of purple, orange and yellow, matched with the garments, evoke gatherings with friends at sunset, while the island’s black sand suggests an alternative reality of summer holidays.
This second release of PUMA x Palomo Spain will be available at PUMA.com, physical PUMA stores, palomospain.com and selected retailers around the world.
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