In the vibrant landscape of Melbourne, Australia, the artistic duo Misha Hollenbach and Shauna Toohey breathed life into Perks and Mini (P.A.M.) twenty-four years ago. With a shared background in fine art, fashion, and graphic design, the couple's encounter on the streets sparked a creative journey reflected in their graffiti tags, "Perks" and "Mini."
P.A.M. isn't merely a clothing label; it's a unique voice that communicates, a fusion of contemporary culture with primitivism, resisting the pull of commercialism. Their unconventional approach has drawn the attention of influential figures in both the art and fashion realms.
Innovative Alchemy: Unveiling P.A.M.'s Sustainable Couture
Where trends often dance at the tempo of fast-paced consumerism, Perks and Mini (P.A.M.) emerges as a distinctive entity, orchestrating its symphony with innovative materials that echo a resounding commitment to sustainability. This avant-garde brand transcends mere apparel, donning a cloak woven with threads of environmental consciousness and visionary storytelling.
Mushroom Magic and Recycled Reverie
Stepping into the world of P.A.M., you'll find yourself navigating a landscape where fashion meets alchemy. The brand boldly integrates avant-garde materials, notably mushroom leather and recycled cotton, into its collections. This audacious move isn't merely a stylistic choice; it's a resounding statement echoing the brand's commitment to navigating the fashion cosmos with a sustainable compass.
In an era where environmental concerns weigh heavily on the conscience of the modern consumer, P.A.M.'s innovative materials not only captivate the eye but also align seamlessly with the zeitgeist of eco-conscious fashionistas.
Visual Alchemy: Crafting Narratives Beyond Fabric
P.A.M. isn't satisfied with being confined to the traditional canvas of fashion. Instead, it extends its brushstrokes into the realms of visual storytelling. Collaborating with a cadre of visionaries, including artists, photographers, and musicians, P.A.M. transforms mere garments into portals of immersive experiences.
Each campaign becomes a chapter in a visual novel, inviting the audience to transcend the tangible and immerse themselves in a narrative that pulsates with creativity. Here, fashion becomes a living, breathing entity, inviting onlookers to step into a world where every stitch narrates a tale.
Philosophy Woven into Fabric
Beyond the threads and seams, P.A.M. weaves a tapestry of philosophical musings into its collections. Themes like "being" aren't merely conceptual afterthoughts; they are the very warp and weft of the brand's identity. With collaborations that delve into profound concepts,
P.A.M. invites consumers to embark on a journey where fashion isn't just an aesthetic choice but a philosophical statement. This interplay of style and substance is a siren call to those who seek a deeper connection with their wardrobe, inviting them to explore the complex narratives interwoven into the fabric of P.A.M.
P.A.M. x Puma's Fourth Chapter Unveils the Essence of 'Being'"
The rendezvous between Perks and Mini (P.A.M.) and Puma has reached its fourth crescendo with the BIO/VERSE project. This ongoing collaboration transcends the boundaries of conventional design, weaving a narrative that celebrates biodiversity, embraces the fusion of technology and nature, and dances at the crossroads of innovation and tradition. The latest chapter unfurls a theme that resonates at the very core of existence – the essence of "being."
For this immersive venture, P.A.M. and Puma enlisted the enigmatic Japanese hyper-pop rap artist, Tohji, as the maestro of this symphony of self-discovery. The campaign unfolds as a visual poem, capturing moments of awakening that seamlessly traverse the physical, meta, and microcosmic realms.
Against the backdrop of Tokyo's bustling streets and the ethereal Koke no Mori (The Moss Forest), photographer Idan Barazani skillfully immortalizes Tohji's dynamic epiphany. The campaign's allure is further enriched by CGI environments sculpted by visual virtuoso Matea Friend and a soul-stirring soundtrack courtesy of Low Jack.
The Spring/Summer 2024 collection curated under the PAM/PUMA BIO/VERSE project is a manifestation of this philosophical exploration. A kaleidoscope of unisex, outdoor-ready apparel, footwear, and accessories awaits, adorned with cryptic graphics and omnipotent logos. The pieces, reminiscent of snow-washed dreams, push the boundaries of innovation with materials like mushroom leather and recycled cotton.
In the spotlight are reimagined versions of Puma classics – the Clyde Suede and Velophasis – each telling a tale of design evolution. The collection unfolds to reveal a T7 Tracksuit, a reversible Padded Vest built to brave the elements, graphic Hoodies and T-Shirts that transcend mere garments, a Legionnaires Cap offering both style and sun protection, and a Backpack and Bottle Bag Set for those who seek sustainable chic.
This collaboration isn't just a meeting of aesthetics; it's a harmonious merger of cutting-edge design and sustainability. P.A.M. and Puma beckon fashion enthusiasts into a realm where every piece is a philosophical inquiry, an exploration of what it means to exist. The BIO/VERSE project's fourth chapter invites you to immerse yourself in this world, where fashion transcends beyond the tangible and enters the realm of philosophy.
This collection is now available at Puma.com or Puma Chadstone, inviting you to embark on a journey where every piece tells a story and every garment is a brushstroke in the canvas of existence.
---
Words by AW.
Photos courtesy of Puma / Perks and Mini.