[imagesource: PUMA]

Happiness is all about the people you surround yourself with.

That’s the sentiment behind a new streetwear/sportswear campaign that’s celebrating themes of friendship and family.

PUMA and Ami have teamed up for this one, putting Romeo Beckham and his model girlfriend Mia Regan at the forefront of the fresh collaboration.

The collection, filled with simple and relaxed designs, blends together heritage Ami tailoring with innovative sportswear design.

Ami, which means “friend” in French, is already renowned for blurring the boundaries between casual and chic, so coupling up with PUMA is a next step for the fashion house that just makes sense.

Here’s Ami founder Alexandre Mattiussi on why Beckham and Regan were chosen as the faces of the campaign, via Complex:

“What I love the most about them is their energy and their individual style. That and they are clearly in love. Romeo and Mia embody very well the spirit of the collection,” said Mattiussi.

Image: PUMA

As a result, the definitions of streetwear and sportswear become elevated:

Inspired by a new era of achievement—one that doesn’t conform to a specific gender, individual, or appearance— classics like the Slipstream Lo, Suede Crepe and the newly released Suede Mayu silhouette arrive alongside sports-focused apparel, such as T-shirts, polos, jackets and accessories.

Image: PUMA

Served in a mixture of neutral and bold colourways, as well as minimalistic branding and premium materials, rounding out the selects is the Ami de Coeur, AMI’s signature motif which has been merged with PUMA’s logo to create a new graphic.

Image: PUMA

From the collection, you can cop a track top, hoodie, knitted shorts, or pants in bright or neutral colours.

Image: PUMA

The collection reflects less on oneself, and more on being grateful for the crew that one surrounds themself with.

The Ami x PUMA collection is available via PUMA South Africa’s online store.

[source:complex]