Designer, Artist and Film Maker Hussein Chalayan takes on Creative Director post at PUMA



    PUMA(R) acquires majority stake in Hussein Chalayan

    PARIS, France, Feb. 29 /CNW Telbec/ - Sportlifestyle company PUMA
announces today that it appointed Hussein Chalayan, a global designer, artist
and film maker, as the Creative Director for PUMA with immediate effect,
responsible for designing, creating and developing the sport fashion
collections of the brand. PUMA also acquired a majority stake in Chalayan's
London-based fashion business and brand Hussein Chalayan. Through this
long-term partnership with PUMA, Chalayan will have the opportunity to grow
his ready to wear fashion collections.
    "Hussein Chalayan is a proven visionary in the fashion, design and art
industries. As our Creative Director for our Sport Fashion business, Chalayan
will bring his use of new technology, forward-thinking design and provocative
point of view to PUMA," said Jochen Zeitz, Chairman and CEO of PUMA.
"Acquiring majority shares of the Hussein Chalayan brand is giving PUMA the
ability to move into a new space, expanding our reach to become the most
desirable Sportlifestyle company in the world."
    In his position as Creative Director, based in London, Chalayan will be
responsible for all creative direction for PUMA Sport Fashion collections and
will touch all product categories including footwear, apparel and accessories.
Chalayan will work hands-on with all PUMA respective design teams worldwide.
PUMA will support Chalayan to grow his brand worldwide, using guidance,
resources and infrastructure from PUMA's parent company PPR and giving the
Hussein Chalayan brand a better opportunity to evolve in the retail
environment. His influence will be initially reflected in the fall 2009
collections.
    "I feel that the collaboration with PUMA both for the PUMA Sport Fashion
and Lifestyle lines as the creative director and on the existing Chalayan
brand is a revolutionary model for a partnership," said Hussein Chalayan.
"Combining PUMA's infrastructure and technological platform with PPR
facilities, we will be able to turn experimental ideas into reality both for
the PUMA and the Chalayan lines. Hopefully, people will have the means to
access real products evolving from our processes rather than only seeing them
in shows and events."
    The collaboration will put an emphasis on PUMA's more fashion forward
ranges, as it continues to post growth in its performance categories football,
motorsport, running and sailing. The Hussein Chalayan brand will become part
of the PUMA Group, joining sportlifestyle brand PUMA and outdoor lifestyle
brand Tretorn, which was acquired by PUMA in 2001.

    Cyprus born Chalayan spent his early years in Northern Cyprus. He
graduated from Central Saint Martins School of Art with an honours degree in
fashion. He has been named "British Designer of the Year" twice for his
innovative collections and performance-based fashion productions. Known for
pushing the boundaries of fashion with technology, Chalayan's talent goes
beyond fashion with many of his pieces considered works of art. In 2003, he
directed his first short film Place to Passage which was screened in the
Truman Brewery in London. He has continued his career in film with pieces such
as Absent Presence and Compassion Fatigue. With the former, Hussein Chalayan
represented Turkey at the 51st Venice Biennale in 2005.
    As an artist, designer and filmmaker, Chalayan has a passion for culture
and life taking inspiration from philosophy, architecture and anthropology.

    PUMA(R) is the global Sportlifestyle company that successfully fuses
influences from sport, lifestyle and fashion. PUMA's unique industry
perspective delivers the unexpected in Sportlifestyle Footwear, Apparel and
Accessories, through technical innovation and revolutionary design.
Established in Herzogenaurach, Germany in 1948, PUMA distributes products in
over 80 countries. For further information please visit www.puma.com




For further information:

For further information: Chantal Roy, Marketing PR Rep, (905) 625-3165
ext 2421, Chantal.Roy@puma.com

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