ASOS Black x Puma (Video)

Part I

ASOS Black Collection and Puma have banded together to create a collaborative line of urban-sportswear-come-fashion ready for the Autumn/Winter 2012 season.

In addition to releasing the lookbook, the global online shop-of-all-markets has pulled out all of the stops to create a film, which will be launched along with the release of the collection on September 25.

The ASOS Black x Puma lookbook took the creative talents of British photographer Jamie Morgan for the collaboration, shooting graffiti artists, graphic designers and the other kind of men you deem overwhelmingly hip without overdoing cool. The more traditionally tailored garments that’s a recurring an element, such as the wool-blend suits and button-up shirts, become innovative and modern with noticeable bolts of bright searing the mid-greys and blues, as well as boasting some of the more notoriously sport-fashion designs.

For the film element of the collaborative campaign, ASOS sent London-based urban filmmaker Ben Newman to Sao Paulo, Brazil, to capture the lives of Os Pixadores – a group of youthful graffiti artists painting the city; so talented that the film is named after them, so fearless that I cannot wait to see the full-length film.

Part II is below.