PUMA & AMI’S FAMILIAL TIES

21 March 2022

Celebrating the family you surround yourself with, Puma and AMI’s collaboration forges a new, unbreakable bond.

Puma x AMI collaborative editorial for END.

Founded in 2011 by Alexandre Mattuissi, AMI’s connection to friendship and the modern meaning of family is deeply rooted – an ideological framework referenced from the offset with the brand’s name. Inspired by the people that surround Mattuissi, AMI looks to his family, friends and co-workers for inspiration.

Standing for a relaxed and chic sensibility, authenticity and connectedness sits at the brand’s core. Bringing this approach to Puma, AMI combine their minimalistic branding, blend of neutral and colours and premium material selection with Puma’s sportswear sensibility.

Channelling the feeling of wearing a Saville Row suit, AMI and Puma’s Select collection stands for a new era of achievement – one that refrains from conformity to challenge preconceptions of gender or appearance to celebrate the crew that you surround yourself – your family.