Puma has hired avant-garde designer Hussein Chalayan as creative director, a new role designed to give a fashion-forward edge to the brand. At the same time, Puma has taken a majority stake in the label Hussein Chalayan, which has struggled to build a business as big as its creator’s reputation. At the heart of the collaboration is Chalayan’s involvement in technology, which he describes as “the only thing in the world that can create anything new.” (IHT)
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