Sportswear brand Puma’s logo gets an Indian makeover with varied embroidered textile cut-outs, courtesy a collaboration with artist-designer Viraj Khanna, son of noted Indian designer Anamika Khanna and brand AK-OK The brand’s bomber jacket — designed exclusively for its Gen Z brand ambassador, Shanaya Kapoor — was sported by her for her first-ever Knicks basketball game at New York’s Madison Square last month. .
“Puma got in touch with me to bring art and sport together to create this bomber jacket. They liked how I was directly using my artwork for Anamika Khanna and AK-OK,” says Viraj, who has patchworked two figurative textile works on the sleeves that feature abstract art and motifs such as boots, an eye, etc. “I made these initially as mixed media works on paper and then embroidered the same. The embroidery was then used as patchwork,” he explains. The jacket that will be part of a larger collection with the brand that is under wraps.
