PUMA x PAM on impact driven creativity

Perks & Mini (P.A.M.) is an Australian independent brand and creative studio, built on the values of connection, community and expression, exploring the contemporary world of art, fashion, and design. For their latest collaboration, they’ve teamed up with global athletic brand PUMA. Through DEEP, a radical environmental impact foundation working at the intersection of culture and ecology, the PAM/PUMA BIO/VERSE was born – a four-season campaign that supports the protection of biodiverse habitats around the globe. While the first season of the PAM/PUMA BIO/VERSE series focused on the Brazilian rainforest, the recent second season focuses on conservation action in North Sumatra, one of the last remaining wild jungles on the planet.

We spoke to P.A.M. founders and designers Misha Hollenbach and Shauna Toohey about the genesis of the collaboration, the challenges and rewards of supporting environmental impact and the importance of valuing communities over consumers.

How did the collaboration between PUMA and P.A.M. come about?

It was PUMA who approached P.A.M. for a collaboration, but we expressed that we weren't interested in just creating a colorway of a sneaker or a collaboration that had no purpose. These conversations took place during Covid lockdowns, and we saw it as an opportunity to do things differently. We only wanted to take on a project that would have a real impact and help us find a new way to work. PUMA supported this 110% and agreed to support the impact projects that would run alongside collections with a mindful approach to materials, reflecting their efforts to do better.

Together, we built a four-season project titled the PAM/PUMA BIO/VERSE, a universe celebrating biodiversity and championing a new way for companies to work together.

The collaboration is part of the BIO/VERSE series, of which you already did one installment centering the Brazilian Amazon. Could you tell us a bit about that first season?

​​Season I was an introduction to the PAM/PUMA BIO/VERSE. By supporting Rainforest Connection and Institute Jurua, we engaged in biodiversity monitoring and community habitat management in the Jurua River region in the western Brazilian Amazon. Our support assisted research projects and habitat management. Season II, we are supporting conservation action in North Sumatra.

What made you choose North Sumatra as a location for this second installment?

North Sumatra is one of the wildest and most biodiverse places on the planet.

The Sumatran Ranger Project is an independent grassroots NGO, and their work, philosophy, and energy were something we wanted to be a part of and support. Having the chance to go there and see their work first-hand was life-changing.

How did the idea of the BIO/VERSE series develop in this second season?

The PAM/PUMA BIO/VERSE, like any ecosystem, is constantly evolving. We are navigating and reporting on our efforts.

Going into the field, we have learned first-hand that any effort, any action, can and will have an impact. This has been an amazing shift in understanding and navigating our roles in supporting the action. Every little thing we as individuals can do adds up, and if we can work together, support and cooperate, even more action will have an impact. If other collaborations also follow suit and make an impact part of their mission, even more good can be achieved.

How did you choose the people featured in this project?

The Sumatran Ranger Project is an incredible crew of humans working on the frontline of a conflict zone between nature and human settlement. This area, the border of the National Park, needs help. Palm oil plantations are encroaching on forests daily (they have wiped out entire regions of forests and the species that inhabit them), hunters are poaching, and illegal logging happens in these areas. The Sumatran Rangers are also educating the communities that live in these zones, educating the importance of preserving and not exploiting this vital and incredible environment, teaching alternatives to palm oil, and a better understanding of forging a sustainable and regenerative relationship with the forest. We can all be empowered by not consuming palm oil; we are happy to give up Nutella crepes to allow more space for forests.

You worked with environmental impact organisation DEEP for this project. What did the work process look like?

DEEP are long-term friends of PAM, and we found their work and approach exciting and wanted to support it. It was part of this new way of working we wanted to push for. So when we had the opportunity to involve them in this collaboration, we jumped at it.

What was the most valuable input or insight that DEEP provided you with during the project?

Navigating the world of impact can be a daunting task, as there are numerous cultural and scientific factors that must be taken into account.

The intentions behind environmental initiatives are often pure, but can easily become misguided without proper guidance. The significance of certain actions can shift with time and location, making it difficult to chart a clear course towards positive change. Having DEEP on board gave us the confidence to know that our impact was both vetted and positive.

How does this project differ from other big brands' environmental campaigns?

It is not our intention to discourage any efforts made by other brands with good intentions, and we applaud all initiatives taken to help the environment. For us, however, it was crucial that the impact of our project was prioritized from the very beginning. The decisions made during the design process were already centered around creating a positive impact. Unlike other projects, where marketing and storytelling are often considered as an afterthought, this initiative was rooted in impact from the outset. We encourage all brands, regardless of their size, to utilize their resources and voices to make a positive impact. It is essential to remember that perfection should not be the enemy of progress; rather, we should strive to do as much good as possible, and push past any feelings of paralysis that come from a perceived need to be flawless.

What is the most important thing you want people to take away from this project?

It’s time to work differently. Plug into the energy and curiosity that it takes to start change making.

The PAM/PUMA BIO/VERSE was created to show how brand collaborations can become more contemporary and relevant. People today expect more than commerce, and they should be able to access it. This collaboration delivers a collection with all aesthetic concerns in mind, while helping to build awareness for and actively supporting conservation projects.

Photography Nick Sethi (@sicknethi) DOP Alex Gvojic (@trend_reznor) Styling PAM (@perksandmini) Featuring Thaiboy Digital (@thaiboygoon) and Cartoon (@sailorcartoon) Music Tzusing (@tzusing_) and Suda (@suda_async) Environmental impact + concept DEEP (@deep.energies) Interview Nele Jackson @nelejackson