World’s Coexist: HELLY HANSEN X PUMA
Founded in Norway more than 140 years ago with the creation of waterproof clothing for sailors, HELLY HANSEN is a leader in sailing and performance ski apparel, as well as premium workwear. Through bold designs, HELLY HANSEN technical and protective outerwear left its mark on 1990’s hip-hop subculture and streetwear. The PUMA X HELLY HANSEN collab takes inspiration from the vibrant 90s era, infusing it in this multifaceted new collection. While the collection pays tribute to the heritage of PUMA and HELLY HANSEN, it also incorporates a modern twist by adding outdoor-inspired details and elements.
ABOUT THE PRODUCTION
The truth about the modern go-getter? They blur the lines between work and play, edgy and casual, city and nature. There’s no one size fits-all identity—and they like it that way. So, when it comes to sportswear with influences of trail, those worlds easily coexist in one complete look. The creative, Worlds coexist, shows the notion of merging environments by blurring the lines between urban and rural. The scene is representative of the precious escape from the everyday routine in the city into the outdoors. The collaboration between Helly Hansen and PUMA is symbolic of this collision of worlds, providing the right gear to transition between the two.
Shot at Lake Minnewanka, a Canadian National Park in Banff, Alberta.
Still Photography: Adriaan Louw, Producer: Sally Ghaly, Art Direction: Erica Efstratoudakis, Styling: Carlee Wallace, Hair: Tania Becker, Makeup: Sarah Francis, Local Production House: Blue-Amber Productions