PUMA. Regina Turbina. Faces&Laces. Tsvetnoy.

UNTIGRAVITY

PUMA and Regina Turbina united to create the first digital collection by the sports brand - UNTIGRAVITY. It is dedicated to the 10th anniversary of the Tsvetnoy Mall in Moscow. Faces&Laces team overviews and managed the project.

Three concepts — urbanism, nature, and technology — create the core idea of the collection. A human being, living in a modern metropolis, is the essence here. We often witness the process when civilization wants to step on the territory, belonging to nature. And we can see the future full of new technology is not always that sunny and safe. An endless stream of information can carry us away into the digital void, where we lose individuality and personal data so easy. But it is we who create a difference and make a stand. Just carefully look around to learn from nature how to protect own spaces and not invade the territories, belonging to others.

Comfortable sporty oversized digital hoodies and long-sleeved tops will help to steer through a dynamic big city landscape. The oversized trench will serve good here as well. The garments are made from hi-end tech materials - soft metal, textured digital cotton, digital leather. Sharp-edged prints resembling those thorns on the flowers refer to respecting the borders of others. Tender and vulnerable flowers on some looks tell the story of the infinite beauty of nature and the world. Colours and forms rhyme with PUMA RS-2K legendary sneakers.

No physical or natural resources are consumed to produce digital garments. This collection is about boundless self-expression via clothing without any harm to the planet. You can get together with the world, find new friends, and open new doors. But the responsibility is essential too - the necessity to preserve natural resources and take care and treat carefully people around you. To find an organic balance between the city landscapes, spaces of nature and future technologies.

The collaboration aims to highlight the topic of conscious consumption, sustainability and showcase the new opportunities offered by fashion and clothing today.