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Herzogenaurach, Germany - September 26, 2018

PUMA AND ATELIER NEW REGIME LAUNCH DEBUT COLLECTION

Rule the Streets with Motorsport-Inspired Winterwear

Upping the streetstyle game this winter is Global sports brand PUMA and Atelier New Regime’s debut collection dropping on October 6th. Known for their modern designs influenced by French – English ethnicities of Montreal, the motorsport-inspired collection is adapted into streetwear-ready styles. With thoughtfully designed technical detailing, it features ANR’s signature bright orange with a modern, polished aesthetic. 

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A streetwear label headquartered In Montreal, Atelier New Regime began as a passion project and outlet for self-expression in 2009. Their love for art, design, photography, and street culture soon turned three dreamers into a collective of creatives. Challenging themselves to offer design-conscious pieces and innovative experiences, the brand is often recognized for its refined aesthetic, prominent slogans and striking use of the color orange. 

For the AW ’18 debut collection, Atelier New Regime elevates seasonal staples by lending their design influence to a range of PUMA styles - from the classic Suede and Court Platform to the Basket Boot, TSUGI Jun and the Thunder. Characterized with rugged outsoles, reflective pullers and large rubberized logos, the collection tactfully blends the technical details of sports with street-ready styles. Ruling the pack is the Basket Boot ANR. 

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Copyright PUMA
Copyright PUMA

Built with tonal neonprene upper, a waterproof branded zipper on the forefoot and winterized rugged outsole, it drops in scarlet Ibis and PUMA Black colorways. With an aggressive colorblocked design approach, the Thunder ANR features a neoprene upper with thick leather, suede and rubberized overlays. Decked with reflective rear taping and chunky rubber sole, the soft padded tongue with co-branded woven label completes the look.

Completing the look book is a range of apparel picks with motorsport-inspired cut lines and oversized logo prints. The PUMA x ANR Pants with cargo pocket and PUMA x ANR Jacket with printed logo tape on the side seam is a must-have for motorsport enthusiasts. Pair this with the PUMA x ANR outerwear, a parka jacket with colorblocked elements and an all-over clashing snow camo. Giving it a true outdoor treatment, the jacket is padded for additional warmth insulation. Don't miss the accessories with its  backpack silhouette with statement zip-pullers and gloves. 

Watch out for the exclusive PUMA x ANR collection dropping on October 6th. 

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