Today we are going to tell you all about the PUMA x ALIFE Spring/Summer 2016 collection, ‘Fear City’. This collection was inspired on vintage sportswear and the heritage of New York City. Photographer Ilja Meefout – also the main photographer for hiphop in The Netherlands- photographed Dutch artists rappers Hef and Digitzz, dj Abstract and singer Rochelle in a typical ‘street’ setting.
The pictures – shot in Amsterdam – reflect the authentic metropolitan culture from the birthplace of hiphop: New York. Meefout says: “I got a lot of satisfaction out of the collab with PUMA and ALIFE, because I share a lot of the same values as both brands.” The shoot came out as a serie of raw and unpolished images that refer to the early days of hiphop in the seventies in New York City and the fact that hiphop and sportculture both started in the ‘streets’. “I think it is very special that we could have artists, like Hef, Digitzz, Rochelle and Abstract, from The Netherlands involved in this product” says Meefout.
Underneath you will find the lookbook for the PUMA X ALIFE SS16 collection and links to the PUMA website and Facebookpage.