When labels team up with celebrities or high-fashion designers, their collaborations are bound to get plenty coverage. Puma has gone in a different direction with their latest release, and, while it might not get as much attention, it’s arguably more significant. Partnering with Melbourne-based indigenous artist Robert Young (a Gunnai, Gunditjmara Yorta Yorta and Waradgurie man who previously designed Puma’s 2018 Dreamtime guernseys for the AFL’s Richmond Football Club), Puma has become the first global sports brand to create a collection inspired by and celebrating Indigenous Australian culture.
Called the Dreamtime Borra Grounds Range, the limited edition collection (available for purchase online and in Australian stores) is made up of sneakers, a T-shirt, hoodie and scarf, and the designs by Young center on red, yellow and black—also the colors of the Aboriginal flag. The designs also feature a crown; representing Indigenous Australians as royalty.
While the bold designs are entirely wearable, the collection is even more appealing since proceeds from sales will go to Richmond-based Korin Gamadji Institute—an organization that aims to educate and train Aboriginal and Torres Strait Islander people for leadership roles and employment opportunities. It also offers programs focused on identity and culture for youth aged between 14 and 21 years old.
Images courtesy of Puma