Styled by Imruh Asha, photographed by Maxime Ballesteros, and directed by filmmaker Natas, the campaign follows a group of friends navigating a new city, using the Suede as a symbol of community and self-expression. Alongside new colorways, PUMA also looks ahead with upcoming collaborations from Daniëlle Cathari, Nahmias, and others, continuing the silhouette's evolution while remaining rooted in its cultural legacy.
New Amsterdam Surf Association is unveiling its women's collection, inspired by the community of surfers that ride in Wijk aan Zee, a coastal village along the North Sea of the Netherlands. Contrary to California's glassy blue waters and beaches dotted with palms, the terrain here is rough and lined with industrial buildings. The waves are brown, murky, and cold, but still the die-hard community of female surfers comes from the city to catch the barrels of waves and hopefully not wipe out in the break.
Among this unflinching climate, surfers don bright-yellow long sleeves under T-shirts for safety, or cover their swimsuits with waxed denim jackets and charcoal gray sweats. In a sports culture that values the technicality of their garments, these pieces introduce the effortlessly cool fashion synonymous with Amsterdam into the mix. A group of individuals brought together by the surf, their camaraderie in the face of thrashing waters reveals a collective strength.
The pieces, and most notably the front of the jean ‘twist,’ give an idiosyncratic effect that is distinct yet simple, in typical JW ANDERSON manner. Made from quality Japanese cotton, each piece of unisex denim wear is crafted by expert denim makers in Japan and features a ‘Made in Japan’ printed pocket bag, a large leather logo patch embossed with the JW ANDERSON logo, metal shank buttons, and orange binding.
Twisted Denim upholds JW ANDERSON’s special ability to turn simplicity, taking the uniformity of everyday denim, into something not only playful but stylistically intricate.
