PUMA X CENTRAL SAINT MARTINS _ DAY ZERO
Project Type_ New Upper
Footwear Design_ Hyon Park
Product Design_ Tetiana Didenko, Veronica de Gongora
Apparel Design_ Nozomu Imanishi, Junko Momoi Imanishi
Accessory Design_ Gareth Lewis
Graphic Design_ Christopher Austin
Original Concept Work by Students from Central Saint Martins, London, UK
Day Zero is the day the taps run dry. The day humanity runs out of water. The new PUMA Day Zero collection takes inspiration from the threat of water shortages in our changing world.
Designed in collaboration with the fashion students of Central Saint Martins, the collection features multifunctional pieces with utilitarian features – inspired by a potential future where humanity must scavenge for resources. Graphics are inspired by Cape Town water usage maps. Un-dyed materials are paired with fabrics that have been sustainably dope dyed or digitally printed, which reduces the use of chemicals and water in production. The result: a sportswear collection designed for any inevitability.
Welcome to the future.