Global collabs: Will Coperni x Puma become a cult partnership?

Brand collaborations are starting off strong in 2024, with this week’s variety of global luxury drops serving as a testament to creative synergy. From a cutting-edge outerwear project by Canada Goose to upscale fashion sneakers by Coperi and Puma, and the artistically eroded cover of the street culture-favorite book All Gone by Daniel Arsham, each collaboration embodies the artistry and collective vision of renowned creators. Below, we break down our verdict on these three partnerships that exemplify the intersection of fashion, art, and design. Subscribe here to receive these updates via our Collabs & Drops newsletter recap every Tuesday. Canada Goose x Collina Strada x Thebe Magugu x Mira Mikati Details: Outerwear collection for Hood Trim series (Shelburne Parka, Mystique Parka, and Chilliwack Bomber), January 8 Social context: Canada Goose, with 1.1 million followers, has not posted about the collection on Instagram. Meanwhile, Thebe Magugu boasts 171,000 followers, Collina Strada has 187,000 followers, and Mira Mikati has 87,500, resulting in a combined reach of 445,500 on Instagram. Verdict: Canada Goose’s inaugural Hood Trim series is devoted to championing emerging designers, inviting creatives to leave their mark on the brand’s classics. This marks Collina Strada's first collaboration on a large-scale outerwear collection with a major brand in the space, presenting the opportunity for extended exposure and an entry into a new product category. In an interview, Thebe Magugu said that he was partly influenced by Canada Goose's past collabs with notable names such as Junya Watanabe and Y/Project, proving the substantial impact that high-fashion crossovers can have on a brand's reputation. Coperni x Puma Details: 90SQR sneaker in White, Asphalt, and Mad Yellow, January 19 Social context: Puma and Coperni's shared Instagram post from October is currently at 21,428 likes. Verdict: Elevating a Puma soccer sneaker to resemble something fresh off the high-fashion runway, Coperni has become the second brand officially invited to release Puma footwear. Featured in a campaign shot by photographer and artist Paul Kooiker, the collection of three sneaker colorways seems to target Coperni’s cult fanbase more than Puma’s typical sportswear audience. With its distinctive square-toe silhouette and impressive online reception, Coperni x Puma might not be the last collaboration between the two brands. There’s potential for it to follow the footsteps of Martine Rose x Nike and Wales Bonner x Adidas and evolve into an ongoing partnership. Michael Dupuoy x Daniel Arsham Details: 2,000 copies of crystal-eroded covers for editions of All Gone 2023, January 22 Social context: Daniel Arsham (1.4 million followers) and Michael Dupouy (70,100) received 9,079 likes on their shared Instagram post about the book. Verdict: Contributing to the book's enduring popularity, All Gone has invited a different collaborator each year to reimagine its cover since 2006. Verdy took on the task in 2022, Bored Ape Yacht Club in 2021, Eric Yahnker in 2020, and Chicago-based artist Nina Chanel Abney in 2019. Exemplifying how artists can lend their creativity to various industries, Arsham’s cover features a combination of offset printing, anti-scratch matte lamination, glossy varnish on crystal, sand varnish effect (with silkscreen printing), and deboss on perfect registration for logos and texts on the hardcover. Arsham’s hypebeast following frequently extends into the realm of streetwear, meaning that the fanbases of All Gone and the artist already overlap — a strategic move for both parties involved.

Global collabs: Will Coperni x Puma become a cult partnership?

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Published January 13, 2024

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Global collabs: Will Coperni x Puma become a cult partnership?