Sunday, 6 April 2008 | Levent OZLER
Adolescent Introduces Puma Dassler Brand's New Spring/summer 2008 Collection
To introduce Puma Dassler brand's Spring/Summer 2008 Back to the Future collection, inspired by the idea of time travel, adolescent created a short movie voyaging through Dassler's legendary heritage to return with hints of the forthcoming modern-vintage collection.
adolescent uses Dassler's updated hexagonal logo as a lens travelling through a space/time odyssey. A robotic female voice, reminiscent of classic sci-fi films of the 70s and 80s, narrates how Dassler, established in 1948, evolved into the world-renowned Puma brand sport fashions. Now Dassler is back with high-end collections created by the Dutch designer Alexander van Slobbe and adolescent helped launch the re-branding last year working with the Puma team in Amsterdam, London, and Boston. The collection mixes future and past, as illustrated by sepia photographs of craftsman from the old factories juxtaposed with hints of '08 color-schemes and fabric technologies. adolescent's twist on time travel: realistic images of our amazing universe -supernovas! - combined with elements of the future as viewed from the recent past -pixelated teletype!- illustrate perfectly Dassler's timeless, yet always indefinably hip, style.
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