The collection, the result of a collaboration between the German sports brand and the brilliant Spanish designer, recovers the most iconic pieces from its past as a leading brand in the world of football, reinventing them in a genderless and unprejudiced way.
There was a time, during the 1970s, when the sports fashion scene was radically different from today. Despite timid incursions in the form of residual trends, sportswear was just that: garments that were worn for training or on the pitch.
Even then, football had a prominent place among the favourite sports, although it was still far from reaching the level of popularity and million-dollar figures it enjoys today. A sport then considered a “man’s sport”, in which misunderstood masculinity has continued to thrive right up to the present day.
We live in a time in which the revision of gender stereotypes and prejudices is more than necessary. For this reason, the firm, which in its day led the playing fields with its shirts, shorts, tracksuits and other elements of football kits, wanted to take a look back with the aim of rethinking its past and including it in the present, adjusting to the new reality. And there is no one better than Palomo to do so.
From waiter in London to enfant terrible of Spanish fashion
Alejandro Gómez Palomo is a young designer from Cordoba (Spain) who has been shaking the foundations of Spanish fashion since the launch of his brand, Palomo Spain. Emigrated to London to work as a waiter, Alejandro managed to enter the sewing workshop of the luxurious Liberty’s department store in the British capital, to later train at the London College of Fashion and at the prestigious art and design school Central Saint Martins.
From there, his rise was meteoric. When she debuted her own brand in 2016, she managed to do what very few people in Spain manage to do: win over the public and arouse the interest of the media. So much so that, in addition to numerous achievements (catwalk shows in New York, finalist in the LVMH Prize 2017, opening of Paris Fashion Week 2018), Palomo has had his garments in Open Ceremony or caught the attention of the former director of Vogue Paris, Carine Roitfeld.
All thanks to collections that are daring, fresh and far from clichés in an industry that still drags some conventionalism from the past. Ruffles, silk gowns, foulards and plunging necklines are the stars of garments in which the absence of gender, provocation and Andalusian airs are always present. Ingredients that make the Cordovan designer’s proposal a successful product.
PUMA x Palomo: redefining masculinity in sports
The new Puma collection in collaboration with Palomo is what a hyper-masculinised sport such as football needs to enter the 21st century. Because the young designer has delved into the archives of the German brand, rescuing iconic football garments from the 70s and giving them his particular and recognisable touch.
Thanks to that genial Palomo touch that flees from established genres or norms, the designer reaffirms self-expression and unrestricted freedom. A bold update of the codes that reigned in the game during a time when toxic masculinity permeated every aspect of society.
PUMA x Palomo presents timeless pieces that imagine an ideal world in which sport has no gender and is not haunted by prejudice. The young man rescues garments from the past and experiments with them until they become cult objects that anyone – not just sportsmen and women – can wear with pride.
Screen-printed T-shirts, printed polo shirts, tank tops, two-piece sets, chunky loafers… Everything in the collection breathes the classic spirit of the German firm combined with the savoir faire of the Spanish genius. Never has sports fashion gone so far in terms of revising itself and breaking away from what it has too much of. Bravo, PUMA. Bravo, Palomo.
The new PUMA x Palomo collection is now on sale at the FOOTDISTRICT online shop.