Leading sportswear brand PUMA has announced a partnership with Ethiopian fashion brand Lemlem to create a vibrant and sustainable collection that celebrates the rich cultural heritage of Africa. The collaboration, which marks PUMA’s first partnership with an African brand, highlights the growing recognition and appreciation for African fashion on the global stage..
Founded by Ethiopian-born designer Liya Kebede, Lemlem is known for its exquisite handcrafted pieces that showcase the traditional weaving techniques and vibrant colors of Ethiopia. The collaboration with PUMA brings together the expertise of both brands, resulting in a unique collection that fuses sportswear functionality with cultural authenticity..
Inspired by the vibrant hues and intricate patterns of Ethiopian textiles, the PUMA x Lemlem collection features a range of apparel, footwear, and accessories for both men and women. The collection includes bold graphic tees, stylish tracksuits, and comfortable hoodies adorned with traditional Ethiopian motifs. The footwear range includes sneakers and slides featuring vibrant colors and unique designs that reflect the spirit of the collaboration..
Beyond aesthetics, the PUMA x Lemlem collection emphasizes sustainability and ethical production. The pieces are crafted using eco-friendly materials, and the production process adheres to fair labor practices. This commitment to sustainability aligns with PUMA’s broader sustainability goals and reflects the growing consumer demand for ethical fashion..
Liya Kebede, founder and creative director of Lemlem, expressed her excitement about the collaboration, saying: .
