asos BLACK x Puma SS13 lookbook

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asos BLACK and Puma announce their second collaborative collection with the arrival of this Spring/Summer 2013 lookbook featuring three London based creatives.

Taking Puma’s roots in sport and asos’ roots in fashion, the design team at asos BLACK have merged the two to create a luxe sports focused menswear collection. Key features include oversized polkadots, ombre colour effects and colour taping, making for a striking collection of shirting, knitwear outerwear and t-shirts. The basic items in this collection are kept very simple and clean, and it’s this clean starting block that let’s the colours and polkadots work so well – they’re often loud and very noticeable  but on such a clean palette they are subdued to a level of respectability.

As for the lookbook, it’s modelled by three London based creatives; Boiler Room host Thristian BPM, tattooist Caleb and illustrator Daniel David Freeman. It’s an interesting approach that is executed well in the printed version of the lookbook, with almost more focus being on the people within the lookbook and their personal backgrounds than on the clothing itself. The shots below are beautifully executed and without a doubt on film, featuring that rich grain and colour palette that only comes with film.

The collection will be available exclusively at asos as of June 2013.

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Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.

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