The Daily Grind Video

PUMA’s avant garde creative director Hussein Chalayan has created a bold vision for A/W 2011. The concept? That old human favorite, the camera and speed.

“This season, PUMA by Hussein Chalayan takes inspiration from camera mechanics,” a statement about the collection read. “The collection does a double take and is doubly exposed, simultaneously reflecting upon memory and what is captured within a shutter speed second. Travel is ever at the collection’s core, but it is refocused with photographic geometry, light, and overlays.”

The key product in the collection is the Urban Swift, a shoe inspired by Hussein Chalayan’s Spring/Summer 2009 mainline collection, ‘Inertia.’ The Urban Swift uses PUMA’s iconic Clyde silhouette mixed with conceptual and innovative design elements taken straight from Chalayan’s ‘Inertia’ collection.

The ‘Intertia’ collection was inspired by the movement and speed of life; Chalayan used molded latex garments to show this movement and this concept has been adapted in the Urban Swift. Injected molded TPU was injected into the quarter and back panels to achieve the same visually compelling aesthetic, making the still shoe appear to be moving. Finished in a full grain leather vamp and fully leather lined interior, the Urban Swift adds a unique and sophisticated fashion perspective.

After the break, take a sneak peek at what we saw yesterday!


PUMA’s Urban Swift shoe by Hussein Chalayan.


Chalayan’s Inertia presented in ’09.