License partnering between MINI and PUMA
With the conclusion of a worldwide license agreement for several years between automotive MINI and sport lifestyle brand PUMA, a new cooperation is emerging to develop a joint line of textiles, shoes and accessories to be marketed under the label of MINI by PUMA
The new co-operative line will be available from September 2012 with selected MINI dealers and the entire collection will be presented in PUMA stores and PUMA specialty retailers. The line will be promoted under “Drive style meets sports fashion” and is combining the philosophy of MINI (belonging to BMW) “Creative Use of Space” with the maximum use of minimal space and with the design competence of PUMA . The source of inspiration will be Great Britain, the origin of the automobile brand. The line will consist of high quality materials, clean cuts and contrasting in-lining to create a clean look of the products. British design elements such as the Union Jack and a bulldog will add to the fashion accent of the sporty and urban lifestyle.
The first collection in September will present sporty but elegant unisex bags, from the weekender to the compact handbag and purses. They contain innovative inside compartments and zipper solutions. The design of straps and handles takes are imitating the security belt of the MINI. The models are in classic black with a neon-yellow luggage carrier. A series of sneakers will complete the line. For ladies and gents there are unique light models such as Low Top Sneakers and highly closed Chukka Sneakers and the colours to be selected are black, green and white. In addition, the collection will entail extraordinary and trendy clothing from T-Shirt to parka.
License partnership has a long history with MINI such as a co-operation with the Japanese shoe brand Onitsuka Tiger for a joint sneaker series. Another co-operation was with the manufacturer of design-audio-products sonoro audio and resulted in a multifunctional internet radio of unique design. The cooperation with PUMA is so far the most extensive licensing agreement.