THE LAKE #020 by THE LAKE MAGAZINE

THE LAKE

ISSUE TWENTY / SPECIAL EDITION

THE LAKE

THE LAKE WE ARE FOOLISHLY Ambitious

#20/ 150418 “Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma - which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition.” - Steve Jobs

CONTENTS REGULARS: News Print Run Plimsoll

06 72 74

PHOTOGRAPHY: Marcel Maassen Kgomotso Neto Tleane Alxe Paterimos Travys Owen Tommaso Fiscaletti Jesse Navarre Vos Magnus Lechner Louis Vorster Luke Maritz Jansen Van Staden

12 19 25 29 38 43 53 57 63 69

PUBLISHER

Advertising / MARKETING

THE LAKE MAGAZINE PTY LTD info@thelake.co

Brett Bellairs brett@thelake.co

Editor / Art DirectOR

COPY EDITING

Stefan Naude’ stefan@thelake.co

Christine Stewart

Submissions

ONLINE / SOCIAL

info@thelake.co

www.thelake.co.za

COVER Travys Owen “Sad Rasta” Inge Beckmann Inge Beckmann Lighting / Studio Retouching

Photography Cover Concept Styling / Creative Direction Big Time Studios Travys Owen

SPECIAL THANKS G.Fox - Clothing for the cover shoot. South Africa’s premier supplier of Personal Protective Equipment ( PPE ), cleaning chemicals, paper products, and industrial consumable supplies. - www.gfox.co.za cONTENTS PHOTO Kgomotso Neto Tleane

The views and opinions expressed within the editorial and advertisements of THE LAKE do not necessarily reflect those of its staff, nor any of its associates.THE LAKE and anything contained within is copyright. No part of this publication may be reproduced in any form whatsoever, copied or stored electronically without prior permission in writing from the publisher.

PRINTING Tandym print Tel: +27 21 505 4200 Email: print@tandym.co.za

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NEWS Vans / Tribe Called Quest Paying tribute to the style, art, music, and originality of the artist’s immense cultural influence since the early 1990s, Vans celebrates A Tribe Called Quest’s outstanding contributions to music and pop culture with footwear designs that memorialize their iconic album artwork and the vibrant song lyrics forever embraced by the 90s zeitgeist and beyond. The exclusive collection offers a range of Vans classic silhouettes including the Slip-On, Old Skool, Authentic, Sk8-Hi illustrating the group’s most favorite milestones of their career. INFO: www.vans.com

Giorgio Armani The Giorgio Armani 2018 Eyewear collection has been designed for different personalities united by their desire to live intensely and the ability to feel emotion in everyday situations. The collection are for those who recognise and enjoy the beauty of life in all its forms, at every moment. These glasses, shown on smiling faces, are perfect for this attitude: they enter the scene and complete it, capturing people’s attention with their meticulous design, pure lines and impeccable, contemporary proportions. INFO: www.luxottica.co.za

The Carnation The Carnation is a zine created by Cynthia Fan and Jade Paton. The first issue pairs the pictures Jade took during her trip to Japan with ikebana-inspired floral compositions. Launched in February 2018 it will be released on a quarterly basis. The are currently working on a second issue in collaboration with photographer Ane Strydom and inspired by the beautiful images that she took during her art residency Senegal. Each zine will have a very different and unique feel, as we are letting the artists work guide us. INFO: www.instagram.com/the_carnation_

PALLADIUM Palladium was founded in 1920 to create aircraft tyres for the aviation industry. In 1947, following the end of the WWII, and as demand for tyres began to slow, Palladium focused its canvas and rubber expertise into making boots that were as hardwearing as its tyres. Palladium soon became outfitter to the legendary French Foreign Legion with its classic canvas Pampa boot. Over 70 years later, the timeless design of Palladium’s signature Pampa boot is as relevant as ever and available to a new generation of modern explorers INFO: www.palladiumboots.com 06

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CRUSHION LOW KNIT PALLADIUM

PALLADIUMBOOTS.COM

DARE THE UNKNOWN

NEWS Ben Sherman Ben Sherman was founded in 1963, re-inventing the Button Down shirt through bold use of check, colour and details. Inspired by a modernist sartorial approach, this intrinsically British sub-culture embraced the Ben Sherman shirt, loving it for its high quality fabrication, slim-fitting style and unique design. Throughout the decades, one thing has remained a constant focus for the Ben Sherman shirt; the shirt is always worn buttoned up. It is a deliberate choice that exudes Britishness and personal pride. INFO: www.bensherman.com

ADIDAS / ARKYN A trainer for creating, working, thinking, inspiring and collaborating in. We’re calling time on the old school attitude that for too long has dominated the female sneaker market. Arkyn is made with creatives in mind, with no pigeon-holing involved in the creative process. The Arkyn is a shoe for defiant individuals who are tired of being boxed in. For all the people tired of being told how to look, sound, dress or behave. It’s time to push back on the cliches, they’re wearing thin. INFO: www.adidas.co.za

PUMA / “Doctor” Khumalo South African football legend Theophilus “Doctor” Khumalo features in the third video for the PUMA Run The Streets campaign. Wearing classic PUMA Suedes and T7 Vintage Track Suit in striking yellow and black, Doc shares the story of how he had to hustle back in the day; “When I talk to the youngsters, I tell them that if they really want to achieve, there’s only one way of doing it, it’s believing in yourself, no one else can pave the way except for you as an individual...” INFO: www.pumaselect.co.za

DIESEL / IMAGINEE The new Diesel slip-on Imaginee just dropped: an open invitation for everyone to take reality less seriously and fight the boredom of “doing what’s expected” with the most powerful weapon we have: imagination. This slip-on shoe comes in many unisex colour options – ranging from solid colors, to animalier and camouflage print. All the color options are characterized by a laced upper print and of the distinctive Diesel 5th pocket on the side. INFO: www.storelocator.diesel.com 08

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> ProduceR - Melite Vivier

Photography, casting and styling - Gabrielle Kannemeyer

Our Turf adidas Originals / Prophere II A brand new silhouette for 2018, adidas Originals introduces the second drop of Prophere in subtle color pops of all over core black, khaki, olive, teal and white maintaining the disruptive feel of the silhouette and creating a military feel.

With disregard for the ordinary, Prophere is a shoe that provides an uncompromising form of expression and unassuming confidence. The provocative nature of the shoe symbolizes the attitudes of those who exist on the cultural periphery - where new sources of originality are found. Designed for everyday use with an aesthetic set to turn heads, the Prophere strips 3-stripe design language to its core before amplifying each element.

A one-piece, soft knit upper forms the base of the shoe, structured by an enlarged 3-stripe mark that acts as the shoe’s lacing system, finished with a structural heel cage and reinforced tongue. This is then placed atop an aggressive midsole with fluid lines and dynamic texture, whilst embroidered details across the shoe’s medial side add a final hit to the shoe’s distinctive design.

INFO: www.adidas.co.za INFO: @adidasza / #PROPHERE

Models: Da Da Shiva / Siya Andi Biyela / Luh’ra / Tatenda Wekwatenza / Chester Matinez / Zakkiyya Abdurahman Photographic and fashion assistant : Yonela Makoba / Make up : Neveen Scello THE LAKE

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Marcel Maassen “I think there is a certain beauty about being alone and these shots really signify that...“

Growing up, I moved around a lot and in turn was confronted with a lot of different situations and adventures. The only constant I can ever say I’ve had is skating and a fascination for film, as the people I surrounded myself with were always documenting and filming their day-to-day lives. I was never your classic 13 year old kid who got a camera from their parents and then knew that I wanted to be a photographer/videographer, instead I was always that kid who liked to play with remote control cars and skylectrics, and I guess talking about it now, that is where my intrigue started with drones. This selection of aerial photos I have chosen ties in with my feeling towards growing up and moving around all the time. I think in our lives we more often than not end up too close to things and then become very short sighted. With that being said I like to gain a different perspective and sometimes remove myself completely. I think there is a certain beauty about being alone and these shots really signify that, because despite what happens the wind still blows, the water still runs and the world carries on.”

INSTA: maassen87

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Kgomotso Neto Tleane Various Dimensions

Kgomotso’s work makes us aware of our ignorance. From a privileged perspective, there are various dimensions of South Africa that many of us don’t experience. We interact with them on a surface level, artificially engaging with people and places we don’t understand. Be it the taxi driver, the recycling skaters or the construction worker, we have our preexisting visions that block any true representation. Very often the media contribute to these stereotypes by focussing on negative associations and so these naive images persist on our screens and in our minds. Neto’s work challenges these stereotypes on two levels. His style is classic and strong, an aesthetic that the west is familiar with. By linking this aesthetic with an unfamiliar subject, Neto invites us to reconsider our views. Secondly, he frames his subjects in powerful and uplifting compositions, giving us an opportunity to challenge our relationships with others. This positioning also confronts some of his subjects to reconsider their self-image and the spaces they inhabit. Neto’s passion for storytelling therefore changes people and spaces by presenting them in a new light. - Mmamodima Monnakgotla

INFO: www.kgomotsoneto.com

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RAQUEL INACIO “I believe, that if we manage to find a way to release ourselves of our ego and come back to our true selves, only then will we find peace and union with self and other, as union with mother earth and our fellow humans.”

The latest collection of up and coming fashion designer, Raquel Inacio is an earthy, feminine collection inspired by the spiritual belief of a utopian, harmonious earth and the idealization of humankind connecting back with the wild splendor of Mother Nature. By the incorporation of fleshy nude lycra silhouettes and colorful hand- made fabric bontanics, this collection is a creative fashion exploration of the beauty of the nude human body living in peace among mother nature. Shot by Alxe Paterimos, this romantic photographic collection was shot with the purpose of communicating queer unconditional love as well as the beauty and perfection that comes with living in harmony with planet earth, our fellow human beings and our true selves. This collection embodies the designer’s personal belief that we are one with the earth and all its plants and creatures that call this planet home. It is representative of an idealistic reality where humanity undergoes a transformation of consciousness, an inner flowering so radical and profound that compared to it the flowering of plants. A utopian reality where human beings lose the density of their conditioned mind structures, social structures, gender norms and patriarchal beliefs and become unified with themselves, their fellow humans and planet earth. INFO: www.behance.net/raquelfina0415

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PHOTOGRAPHY: Alxe Paterimos / Fashion Designer: Raquel Fernanda Inacio Make up: Hannah Inacio / Models: Mziyanda and Daniel Walton THE LAKE

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avoirdupois A System of Weights

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PHOTOGRAPHY: Travys Owen / CONCEPT, ART DIRECTION AND STYLING: Inge Beckmann CLOTHING: G.Fox - www.gfox.co.za 34

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HEMELLIGGAAM The attempt to be here now

Hemelliggaam (Afrikaans: Heavenly Body) or The Attempt To Be Here Now, is a visual exploration of the existential aspects of the human-environment-astronomy relationship. The project is aiming to display with a contemporary perspective the interplay between scientific astronomical activity and everyday awareness of space and is also inspired by South African Science Fiction writings. In particular reference to one of the most existential and emblematic writers, Jan Rabie with his books ‘Swart Ster oor die Karoo’ (Black Star over the Karoo, 1957), Die Groen Planeet (The Green Planet, 1961) and ‘Die Hemelblom’ (Heaven Flower), 1971. The focus of the project is on communities, landscapes and objects located in the Western and Northern Cape, South Africa, where there is a special connection with the sky. Something archaic radiates from the local community in connection with their science and technology needs, this project is exploring this concept through looking at forms of awareness that are already active and cultivating more awareness through conversations, participation and reflection. Tommaso Fiscaletti / Nic Grobler INFO: www.hemelliggaam.com

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Jesse Navarre Vos In the moment

I first picked up a camera when I was 16. We had black and white film photography as a subject and had a dark room at school - which became one of my favorite places to spend time in. I think one of the reasons I choose film photography is because it reminds me of that place and I would like to move toward hand-printing images at some point. I also enjoy the process of shooting film and letting the image kind of being left up to a bit of fate and surprise. Shooting film also helps you to stay in the moment because you arenâ&#x20AC;&#x2122;t checking your screen after every photo and because you have a finite number of images you can shoot. I ended up leaving photography for quite a while and ended up studying anthropology, history and music at UCT. Iâ&#x20AC;&#x2122;m very inspired by film, which is actually my main passion, and my long term goal is actually to move into directing and filmmaking, although I think I will always be shooting images.

INFO: www.instagram.com/jessenavarrevos

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Vans UltraRange Leads the Way in Comfort, Traction and Versatility Bold new colorways are ready to pack for spring adventures.

Vans’ exciting journey continues with the newest assortment of the UltraRange collection, Vans’ most versatile shoe design to date. With comfort and traction at the forefront of its design, Vans celebrates the UltraRange’s signature co-molded midsole, blending UltraCush™ Lite foam cushioning with Vans’ original waffle rubber compound to provide a modern fit and feel that caters to all-day exploration. In and out of any terrain, the UltraRange accommodates for superior comfort and mobility, extending your adventure for as long as you like.

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Now in its third season, the UltraRange assortment offers bold colorways for men and women, highlighting Vans Luxliner internal sock fit construction, a reverse waffle lug sole for increased traction, and Vans Rapidweld stitchless construction for added flex. The UltraRange comes in a variety of premium textiles, including a durable mesh upper to allow for reliable breathability on-the-go. The Vans UltraRange collection embraces a life of exploration, enabling creative pursuits from all corners of the globe to inspire you to get thereâ&#x20AC;&#x201D;new cities, new spots, new unknowns.

INFO: www.vans.com/UltraRange

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AARON Where the streets have no name.

PHOTOGRAPHY: Magnus Lechner ( @magnuslechner ) / STYLIST: Mandy Nash at Supernova ( @yes_dear_mandy ) Hair and Make up: Janina Zais ( @janinazais ) / Model: Aaron Shandel ( @aaronshandel ) THE LAKE

Look 1: Orange jacket and pants 2Bop at Cornerstone, socks Topman and brogues H&M Look 2: Floral shirt Zara / Look 3: Pyjama top Glitterati and trousers Country Road at Woolworths Look 4: Check jacket 2Bop at Corner Store, jogger and red socks at Topman and brogues at H&M 54

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Louis Vorster Somber or atmospheric days

Working in color and B & W photographs, and covering diverse subjects that include people, still lives and landscapes, may seem inconsistent to some, but to me itâ&#x20AC;&#x2122;s all the ingredients I need to complete my own narrative.Natural impulses to document change and adjustment in my surroundings aside, I also take special note of the exchange between man and nature, often subtle and mundane, but also sometimes with much fervor and clarity. Most of my landscapes are collected on short road trips or exploratory outings, sometimes to places not easily accessible to others. Often I go out on somber or atmospheric days because Iâ&#x20AC;&#x2122;m not only intrigued by our connections and relationships with the environment, I also want my photographs to allude to intangible human elements like isolation, melancholy, loneliness and introspection.Unlike some of my work that often feature people, my relationships with them, and their interaction with each other, I also find myself drawn to the landscape, and our association and dialogue with the environment.

INFO: www.louisvorster.co.za

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LUKE MARITZ â&#x20AC;&#x153;Please, take me back.â&#x20AC;&#x153;

months of hard work, saving and planning. The most exciting part is walking through immigration. I feel a rush of ecstasy through my body, a sense of freedom as I land in each new city. Getting lost is exciting, a constant journey of discovery. Documenting my experiences along the way, I pull references to street culture, graffiti and urban landscapes, which are ongoing topics of my work. An obscured mixture of the mundane, the not so mundane and the monumental parts of a place that have drawn people towards it for generations. I am here to see it with my own eyes, for one moment in time I am free to document as I please.

INFO: www.lukemaritz.com

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Little gig Utopia

A UTOPIA IS AN IMAGINED COMMUNITY or society that possesses highly desirable or nearly perfect qualities for its citizens. The opposite of a utopia is a dystopia. One could also say that utopia is a perfect “place” that has been designed so there are no problems. The latter being Exactly what we found as we entered the 24 hour festival know as Little Gig which took place earlier this year on the Wiesenhof farm in the Simonsberg mountains in Stellenbosch. A euphoric sense of bohemia spreads itself all round as what seems to be a warm up for the AfrikaBurn festival moved into motion. But here everything is really free and plenty of it and seeing that the tickets are very limited the exceptionally controlled environment they created for their participants was of the highest calibre. From the carefully curated line up of artists to the selected chefs and alcohol connoisseurs one would expect a frenzy of festival mobsters swarming the food courts and random dispensers. Instead everyone seemed to float around flaunting their costumes or eccentric souls to one another. No shame and no blame. A highly recommended experience which was not taken for granted by any of its followers. In some ways this “experiment” gives us a glimpse in to how the human race could coexist in a hopefully not so distant future. INFO: www.littlegig.co.za

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PRINT RUN REVIEWS - XAVIER NAGEL

SUPPLIED BY - BIBLIOPHILIA

Mute Nick Cave: Mercy on Me In Nick Cave: Mercy on Me (R390), Reinhard Kleist employs a cast of characters drawn from Cave’s music and writing to tell the story of a formidable artist and influencer. Kleist paints an expressive and enthralling portrait of Cave’s childhood in Australia; his early years fronting The Birthday Party; the sublime highs of his success with The Bad Seeds; and the crippling lows of his battle with heroin. Capturing everything from Cave’s frenzied performances in Berlin to the tender moments he spent with love and muse Anita Lane, Kleist’s graphic biography, like Cave’s songs, is by turns electrifying, sentimental, morbid, and comic— but always engrossing.

Mute is one of the most revered and influential indie labels of all time. Through the music of its tight-knit community of artists ranging from Cabaret Voltaire, Nick Cave’s The Birthday Party and Moby to Depeche Mode, Erasure, and Goldfrapp it has had an incalculable impact on popular music for forty years. Daniel Miller created Mute to release his debut single (“Warm Leatherette”/ “T.V.O.D.”), a pioneering electronic sound with a defiantly DIY punk attitude. Mute (R890) features stunning artwork and photography much of it previously unseen and revelatory behind-thescenes insights from the vibrant cast who have worked with the label.

The Story of The Face Launched by NME editor and Smash Hits creator Nick Logan in 1980, The Face was Britain’s first youth magazine to present ‘youth subject matter’ beyond music alone. A strong voice of urban identity in the age of Thatcher, it rapidly became an icon of ‘style culture’, the benchmark for the very latest trends in music, fashion, photography and film. The Story of The Face (R1100) tracks the exciting highs and calamitous lows of the life of the magazine and is an engaging behind-the-scenes look at the rise and fall of one of the most influential publications of the 80s and 90s.

Street Fonts Classic graffiti lettering and experimental typographical forms lie at the heart of street culture and have long inspired designers in many different fields. In Street Fonts (R590) Claudia Walde spent over two years collecting alphabets by 154 artists from thirty countries to show the many different styles and approaches to lettering within the graffiti and street art cultures. All of the artists have roots in graffiti. Some are world renowned such as 123 Klan (Canada), Faith47 (South Africa), and Hera (Germany); others are lesser known or only now starting to emerge.

Cattle of the Ages

Kirby: King of Comics

In Cattle of the Ages – Ankole cattle in South Africa (R850), Cyril Ramaphosa reveals his passion and love for cattle as he introduces us to the magnificent Ankole cattle, originating in Uganda, and now, through his intervention, flourishing in South Africa. He reflects on the legacy bequeathed him by his father, Samuel Mundzhedzi Ramaphosa, who had to leave behind his cattle herd in Venda to find work in Johannesburg. The love of cattle runs deep in South Africans and Cyril is fulfilling his father’s legacy, instilling a new pride for South Africans with these remarkable cattle.

Jack Kirby created or co-created some of comic books’ most popular super heroes, including Captain America, The X-Men, The Hulk, The Fantastic Four, The Mighty Thor, and The New Gods. More significantly, he created much of the visual language for fantasy and adventure comics. Almost everything that was different about comic books began in the 1940s on the drawing table of Jack Kirby. Kirby: King of Comics (R750) is the first overview of the legendary comic book creator’s career.

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PLIMSOLL

VANS - MID SKOOL 37 DX (Anaheim Factory) OG Blue

VANS - MID SKOOL 37 DX (Anaheim Factory) Black / White

VANS - AUTHENTIC Crimson / True White

VANS - AUTHENTIC Estate Blue / True White

VANS - AUTHENTIC Ochre / True White

VANS - AUTHENTIC 44 DX (Anaheim Factory) OG Blue

VANS - SK8-HI Crimson / True White

VANS - SK8-HI Estate Blue / True White

VANS - SK8-HI Ochre / True White

VANS - OLD SKOOL 36 DX (Anaheim Factory) OG Blue / OG Gold

VANS - OLD SKOOL 36 DX (Anaheim Factory) Black / OG Burgundy

VANS - AUTHENTIC 44 DX (Anaheim Factory) OG Burgundy

PUMA - Suede Classic Exposed Seams black

PUMA - Suede Classic Exposed Seams olive

PUMA - Basket Heart Hyper Emb WOMeNS black

PUMA - Suede Hyper Embelished WOMeNS black / white

PUMA - Suede Hyper Embelished WOMeNS glacier gray / white

PUMA - Thunder Spectra

NEW BALANCE - 574 Grey Day Classic Grey

NEW BALANCE - 247 Decon Grey

NEW BALANCE - 247 Decon Mushroom

NEW BALANCE - 247 Decon Trench with White

NEW BALANCE - 247 Decon Daybreak with White

NEW BALANCE - 247 Decon Moonbeam with White

FILA - MB Gold Fusion / Navy / White

FILA - MB INK BLUE

FILA - MB White / Navy / Red

FILA - DISRUPTOR BLACK

FILA - DISRUPTOR BLUE

FILA - DISRUPTOR WHITE

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ADIDAS - PROPHERE ONIX / ONIX / BOLD ONIX

ADIDAS - PROPHERE MAROON / MAROON FTWR WHITE WOMENS

ADIDAS - PROPHERE CORE BLACK / CORE BLACK SOLAR RED

ADIDAS - PROPHERE CORE BLACK / CORE BLACK

ADIDAS - PROPHERE TRACE OLIVE F17 TRACE OLIVE F17 / SOLAR RED

ADIDAS - PROPHERE TRACE KHAKI F17 / TRACE KHAKI F17 / CHALK PINK S18

ADIDAS - PROPHERE REAL TEAL S18 / REAL TEAL S18 FTWR WHITE WOMENS

ADIDAS - PROPHERE FTWR WHITE / FTWR WHITE SUPPLIER COLOUR WOMENS

ADIDAS - DEERUPT RUNNER OG SOLAR RED/SOLAR RED BLUEBIRD WOMENS

ADIDAS - DEERUPT RUNNER CORE BLACK / CORE BLACK FTWR WHITE

ADIDAS - DEERUPT RUNNER CORE BLACK / CORE BLACk CHALK PINK S18 WOMENS

ADIDAS - DEERUPT RUNNER CHALK PINK S18 / CHALK PINK S18 / BOLD ORANGE WOMENS

DIESEL S-IMAGINEE MID SLIP-ON beige

DIESEL S-IMAGINEE MID SLIP-ON gray

DIESEL S-IMAGINEE LOW SLIP-ON camouflage

PALLADIUM - Baggy LOW LP SUPPLY boots / Black womens

PALLADIUM - Baggy LOW LP SUPPLY boots / Khaki womens

PALLADIUM - Pampa Free CVS Black / Black womens

PALLADIUM - Pampa Hi LTH UL boots - Unisex Apricot / Birch

PALLADIUM - Pampa Hi LTH UL boots - Unisex Clay / Birch

PALLADIUM - Pampa Hi LTH UL boots - Unisex Nomad / Birch

PALLADIUM - Baggy Army TRNG CAMP boots - Unisex Olive / Beluga

PALLADIUM - Baggy Army TRNG CAMP boots - Unisex Rose Dust / Whisper Pink

PALLADIUM - Baggy Army TRNG CAMP boots - Unisex Sahara / Ecru

PALLADIUM- Pampa Hi Originale TC boots - Unisex Olive / Beluga

PALLADIUM - Pampa Hi Originale TC boots - Unisex Rose Dust / Whisper Pink

PALLADIUM - Pampa Hi RIVE GAUCHE boots - Unisex Rainy Day / French Tape

PALLADIUM - Pampa Hi RIVE GAUCHE boots - Unisex Black / French Tape

PALLADIUM - Pampa Hi RIVE GAUCHE boots - Unisex Rose Dust / French Tape

PALLADIUM - Pampa Hi RIVE GAUCHE boots - Unisex Sahara / Ecru

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THE PUMA R-SYSTEM A STORY OF reinvention PUMA constantly look back to their sports roots to inspire their current Sportstyle collections. In 2018, the global sports brand take cues from the past and moves into the future by completely rebooting the RS design. Going back to zero, stripping the silhouette down to the basics then building it up with a modern aesthetic and technical materials.

This ‘0’ starting point turns PUMA’s new RS-0 franchise into a platform: every RS-0 design celebrates the reinvention of a unique moment or movement in culture. Call it future meets retro. The original RS (short for RUNNING SYSTEM) was an innovative, high quality cushioning technology established in the 80’s. The RS was PUMA’s answer to the demand for high-tech stability runners back in the day. “We are nostalgic for the aesthetics of the past with the expectations of the future. This is how PUMA deTHE LAKE

fines the new RS-0. It’s taking something from the past, evolving it, and reinventing it for today,” – HEIKO DESENS, PUMA CREATIVE DIRECTOR FOR SPORTSTYLE Today’s generation recognizes the past and where styles or innovation originate from while constantly moving at the speed of light, pushing culture forward. This subsequent Neo-Nostalgia design trend seeks out something meaningful from the past and makes it new and relevant for today. It offers an inspiring mix of rediscovery and original thinking. 77

The OG R-SYSTEM / 1986 Originally released in 1986, the PUMA RS-100 is a running sneaker that was considered extremely advanced for its time. This fashionable and comfortable model has a textile and leather upper, padded collar, PUMA R-SYSTEM technology for cushioning, and a rubber outsole.

Shortly after RS-100, the RS Computer Shoe was released. It was the first-ever analytical shoe that gave runners the power of computing to aid in performance. A custom-designed computer chip built into the right heel automatically records the time, distance and calories expended then communicates the results once plugged using a 16-pin cord to any Apple IIE, Commodore 64 of 128 or IBM

PC Computer. It was the intelligent way to run and was way ahead of its time. Following the success of the two R-SYSTEM models, the RS-350 was released 1987. The RS-350 is an example of streamlined ‘80s running design, offering support in the midsole as well as rubber details on the heel, definitely an elevated version amongst the R-SYSTEM family.

R-SYSTEM REBOOT / 2018 The new RS-0 has undergone a future-retro makeover with a totally new model that lives in the future and yet resembles its past. This RS-0 introduction model indicates what “next” means for PUMA and its green colorway is a futuristic take on PUMA’s iconic Archive Green.

Starting Spring-Summer ’18, PUMA will kick off its RS stories of reinvention with the RS-0 model followed by modern retro iterations of the RS-100 and RS-350. PUMA has also partnered with influential and creative brands, individuals, and institutions that push culture forward through innovation in design, style, technology, and more. Together they will create drops that explore themes such as gaming, music, photography and more. INFO: www.puma.com 78

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