Where the runway meets the street

For Fall/Winter 2012, ASOS launches ASOS BLACK x PUMA, a collaboration that fuses fashion and sport. The collection will comprise of 45 pieces including both apparel and a selection of accessories and showcases the use of technical sports finishes and fashion shapes, designed for aesthetic not performance. The range perfectly encapsulates the modern era of heritage sports brands. To model the collection, six urban artists were chosen as testimonials for the brands message and concept entitled Be A Creator.

The collection drops September 25th at Asos and Puma.

Be A Creator also is the connecting point between the PUMA x ASOS Black fashion collection and the video documentary full length film ‘Os Pixadores’ that follows the Pixadores graffiti artists of Brazil. The stylised documentary shows parts of the Pixadores culture, unearthing a sense of community and creativity at the heart of the gangs. Using their art form, the Pixação, that artists such as the Os Gemeos twins belong to, as a way of escaping from the favelas for the time beeing. The documentary offers its audience a rare glimpse into the raw world of Brazil’s street gangs. Using their art as a voice, Pixadores find their stride in the risk. There actions give a voice to those society has ignored. With assistance by PUMA and ASOS Black, London-based filmmaker, Ben Newman and his crew traveled to Sao Paulo/Brazil to follow various Pixadores artists as they paint the city with their distinctive, runic graffiti.

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