PUMA and Koché’s second drop of their collaboration is an exploration in experimentation, a gender-neutral fusion of practicality and style resulting in a perfect balance where form and function coexist seamlessly. PUMA is one of the world's leading sportswear brands, designing and developing everything from footwear to apparel to accessories in both lifestyle and athletic aesthetics. In the last quarter of a century the brand has expanded from one factory to an international powerhouse that dresses some of the most impressive athletes of current and past generations. This collaboration comes naturally for PUMA, which regularly collaborates amongst distinguished designers to impact street culture and fashion spaces with a sports and performance twist.

For this season’s drop, PUMA and Koché lift inspiration from the awe-inspiring energy of nature–gemstones specifically. Gemstones radiate a tangible aura, infusing their surroundings with a gentle and uplifting energy. Their intrinsic strength and beauty inspire harmony, and this collaboration seeks to do the same thing. Koché was founded in 2015 in Paris by Christelle Kocher, who is passionate about operating a fashion space that leads with values of openness and diversity in gender, body size, and ethnicity. As a graduate of Central Saint Martins, Kocher has worked in Milan, New York, and Antwerp where she worked with and studied under Bottega Veneta, Martine Sitbon, Chloé, and Dries Van Noten. Since it's founding nearly ten years ago, Koché has become an established fashion brand known for their commitment to craftmanship and a company that identifies itself at the crossing paths of Parisian haute couture and everyday streetwear, a specific taste that is evident in their latest collaboration with PUMA.

The collection offers a delightful assortment of pieces that span from vibrant windbreakers, pants, and shorts to sweatshirts and tees adorned with an energetic geode graphic. Embracing both functionality and style, these designs feature reversible styles, two-way zippers, and multiple pockets–harmoniously intertwined with delicate details like elevated trims and subtle textures. The footwear selection encompasses two complementary PUMA PLEXUS designs, including a sleek mid-cut sneaker with a convenient zip closure and a progressive hiking-inspired shoe with distinct lace detailing. Complementing the ensemble are reversible bucket hats and a versatile waist bag that captures the collection’s essence. Inspired by the hues found in actual crystals, the color palette evokes the allure of the natural world, beckoning to be explored. 

As of June 10, 2023, the second collaboration between PUMA and KOCHÉ will be available at PUMA.com, KOCHE.com, PUMA stores, and handpicked global retailers.  

We sat down with Koché's creative director Christelle Kocher to discuss the inspiration of nature, brand philosophy and what she's excited about in this new collection.‍

Can you expand on how nature inspired the designs in this collaboration? How do you connect with nature in your everyday life, and how would you like to see the world of fashion interact with nature in the future?

‍Nature has always been an inexhaustible source of inspiration. The idea behind this collaboration was to showcase designs with nature references, not literally, but in a subtle way. I am fascinated by gemstones for example, how they can infuse some strength and peace to their environment. I am very lucky to live in front of a beautiful park in Paris called Les Buttes Chaumont, so every morning, in the middle of the city, the first thing I can observe are trees and birds. This is also the park where I can walk and exercise, it became a morning ritual. The contrast with the intense daily life I have running a brand, making so many decisions in a day, is something absolutely necessary. This is the moment where I can put ideas in order, and lay down certain aspects of my life and my creation more calmly. Fashion refers to a more urban world and consequent production logistics. There is a lot to be done to reduce the impact of our activity. And there are also lessons to be learned for the ecosystem of fashion, of the rhythm of nature, at which things are made and unmade. To slow down, to be part of a period, to flourish and to emancipate oneself with the help of others, in a common movement.

‍How do the brand philosophies of Koché and PUMA complement each other? How does your creative process change when collaborating with another brand versus when you only create for Koché?

‍It's always an exciting challenge for me to collaborate with someone else. Two visions meet and something magical happens. By opening to other perspectives, I'm constantly learning. It's interesting to revisit codes and challenge conventions by bringing my own signature to the table. Working with PUMA was a real pleasure. They were very supportive of any new creative ideas. Their values of determination and courage, outspokenness, mutual respect and diversity are concepts that touch me and it is a state of mind that I carry within me on a daily basis. So it was easy to get along.

The graphics and colors in this collaboration are meant to avert from the status quo–how would you define the current status quo, and what would you like to change about it?

‍The era is complex, we all know that our civilization is facing urgent issues: ecological, energy, democratic. Any crisis is accompanied by speeches of immobility and this is the worst that can happen, to take refuge in denial and reactionary speeches. It's the same in fashion. We can only move forward, it's the very principle of nature, everything always evolves and it's a movement that we need to find solidarity.It is by inventing, creating, again and again, that we will find some answers.

‍What factors are most important to you when creating a garment?

‍It's often a paradoxical move. A collection, even a capsule edition, has to tell a relevant story. Behind each garment is technical and real expertise.  It's all linked to a finely crafted concept And besides that I let go of my intuition without thinking too much, following where the forms lead me. These are often where the decisive ideas are found. I spend my time swinging between one and the other approach, ultimately complementing each other.

‍Which style are you most excited about from this collection and why?

‍The white tracksuit is definitely my favorite. It's comfortable and can be worn everywhere. Simple and light, reversible,  these pieces are casual with a touch of elegance. A summer essential!

‍What’s making you feel excited or hopeful right now?

‍"The future lasts a long time". This sentence from the philosopher Louis Althusser is like a mantra, it helps me to always project myself. I have no nostalgia, of childhood, of a golden age or of an era. Neither cynicism, I believe in the beauty of what human beings are capable of producing. I always think that we can recreate harmony in chaos. And when I see the youth around me, it's always a pure moment of joy, they come with such energy.