"UNDEFINED" for Puma at PENSOLE
With Jaden Smith as our project's consumer profile and muse, I edited this video for our final presentation.
During Pensole's inaugural 12-week Design Intensive program with PNCA, I was selected to work on a project for Puma as an Apparel Designer. My team also consisted of a Footwear Designer and Colors & Materials Designer.
Our team was assigned the theme "Innovation". Approaching the topic from multiple angles, we looked at innovation not just through a performance lens, but from a social perspective as well.
Recognizing Puma's history, a brand considered to be pioneers of "sports-lifestyle", and Puma's recent surge in the overlooked women's market, we wanted to leverage Puma's strength in "lifestyle".
Pushing the brand's boldness forward, we decided on creating "genderless" product. People have their own definition of the term "genderless", but we defined it as simply, "not identifying to a specific gender". Society has placed labels and norms to clothing, and we set out to shatter dated stereotypes.
As other brands may consider "genderless" a trend, we saw it as an early opportunity for Puma to act on their mantra "ForeverFASTER".
"Undefined" is a collection and also a vessel of the idea that clothing does not have any gender.
IDEATION
LINE ART
Undefined Track Jacket:
- Asymmetrical two-way zip,
- Oversized sleeves with thumb holes accommodate any arm length
- Exaggerated collar can be worn multiple ways; flat across chest, folded over, or zipped past eye-level.
- Tapered paneling on sleeves
Undefined Track Pant:
- Features a slight dropped crotch and cropped leg opening that sits at upper shin
- Transitional wrap can be worn on either hip via drawstring, or removed for a traditional look.
- Tapered paneling on outseam and wrap
FIRST PROTOTYPE/FIT SESSION
Expression sketches showing versatile styling options of tracksuit.
Marker rendering courtesy of:
Footwear Designer, Federica Di Donato.
MERCHANDISE
Left to right: "PEACE" (Core), "UNDEFINED" (Special Make-up), "MIX" (Commercial) features a camo print based off the Puma cat logo, "ALIVE" (Quickstrike) sublimated paneling.
Courtesy of: Color & Material Designer, Selma Tas.
FINAL PROTO
