Here’s one out of the sneaker box – a triple colab between Puma, sneaker retailer Atmos and Japanese wildlife photographer Mitsuaki Iwago. Iwago is the wildcard in this bunch. Although hardly a household ‘wildlife’ name in the vein of David Attenborough, he has won numerous international awards and is the author of more than a dozen books, with various TV credits to his name as well.
With something like six shoes/animals in the deck, it’s hard to remember a more visually daring and crazy-brave project than this one. All the animals are endangered by environmental degradation and global warming, and Atmos is hoping to raise awareness of each animal’s plight. The concept is definitely a fresh riff on the collaboration front, which is further exaggerated by the exotic execution of each shoe. With icy sole units as a theme across the pack, each PUMA has some sweet details to tie back with the respective animal. Our favorite is the frilly yellow heel on the Macaroni Penguin – for the adventurous amongst us, this has gotta be the sneaker of the year.
There will be some mutterings from the purists out there but there is no doubt this series will find an enthusiastic audience, keen to soak up all the mad Japanese flavour that Atmos can provide. June release by all reports.
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