BMW Partners with Puma

The BMW Group has announced a new licensing partnership between its Mini brand and Puma.

The long-term worldwide licensing agreement will center on a collection of clothing, shoes and accessories, called Mini by Puma.

The label is inspired by Mini’s “creative use of space” principle, and the U.K. (home of the Mini automotive brand). Design elements will include classic U.K. imagery such as the Union Jack and bulldogs.

The first Mini by Puma collection will be launched in September, and will feature

unisex bags and accessories including handbags and wallets, a sneaker range and a clothing line with products ranging from t-shirts to parkas. The strap and handle designs of the bag line will be reminiscent of Mini seatbelts.

“In Puma we have found an ideal partner that shares our enthusiasm for a sporty, urban look and lifestyle, has a worldwide presence and, like Mini, appeals to young, open-minded target groups,” says Dr. Thomas Goerdt, director lifestyle collections, the BMW Group.

Select Mini dealerships will be selling a range of items; Puma stores and retail partners will carry the full collection.

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