Michelle Riley.
6. Butter Goods Season One
Intro to Butter Goods x PUMA, AW2021.
For our collaboration with Garth and Matthew of Butter Goods, we took a deep dive into the PUMA archive together to look for niche, stand-out pieces; a similar process to how Garth and Matt get inspired to create their recognisable graphic-driven apparel for Butter Goods. Our aim was to create a feeling of owning collectors items, with inspiration coming from PUMA’s gear for the 1988 Seoul Olympics, Track and Field, Sailing and Football.
Material Selection.
knitted cotton/poly jacquard
11-wales corduroy
heavy weight cotton
piqué
cotton french terry
The materials selection added depth and brought authenticity to sport and skate. We were inspired by the past but wanted to elevate it for the future; we explored knitted jacquards to recreate a polo inspired by a football jersey, added dimension via heavy-weight piqués, and nodded to skate by using an 11-wales corduroy and a matte woven nylon for details.
Trims, Graphic Design by Juliette Delforge.
co-branded tape
pullers for zips
contrast bungee
at hem and secured
attachment inside
a. titanium buckle and grosgrain
b. heavy duty tape for belt
thick cotton drawcords
c. woven jacquard flag label
d. woven jacquard badge
Graphic Design and Creation (below) by Juliette Delforge of PUMA, Garth Mariano and Matthew Evans of Butter Goods.
rubber print
on olympic crew
puff print on
hoodie’s
rubber print
+ puff print speckle,
on tee’s
rubber print
flat + raised,
on tee’s
The complete collection, hand-sketched by Michelle Riley.
The collection focuses on skate-credible fits and collectors-item-feeling pieces. The Corduroy Track Jacket and Pants both have a boxy, oversized fit; the Jacket contains an overlap snap collar and a center-front placket with our co-branded zip pullers, a contrast piping detail set within the placket as a vintage nod, adjustable hem with a bungee/stopper and a wide pocket at the lower center back. The Pants contain a titanium buckle and heavy-duty grosgrain tape, complete with two hand pockets, a back welt and an internal hem adjustment system. The football-inspired look containing the Knitted Polo and Woven Shorts are matching but in completely different executions; the top is fully knitted with a rib collar and tipping detail with pearlised buttons, and the Shorts have a combination of colour-blocking and rubber print with an adjustable grosgrain belt at the waist. The Olympic Crew is in a more slouchy, oversized fit in our 450g Cotton Terry, complete with water-based print graphics inspired by the 1988 Seoul Olympics and Olympic stamps as a stand-out item. The Piqué Long Sleeve Polo (not pictured in illustration) contains contrast corduroy detailing, rib tipping on the collar and cuff and a 1/4 zip detail at the neck opening. The Tee’s and Hoodie/Sweats set are based in Cotton (210g Cotton Single Jersey for the Tee’s and 450g Cotton French Terry for the Hoodie/Sweats), complete with a combination of rubber, raised and puff print graphic executions.
*Please note my tech packs are considered PUMA property and are strictly non-disclosable. All Right’s are Reserved.
A massive thank you to everyone who was involved in product creation for this collaboration, it was a phenomenal team effort:
Garth Mariano - Co-Founder & Lead Creative, Butter Goods
Matthew Evans - Co-Founder & Lead Creative, Butter Goods
Yasmina Junek - Lead Partnership Management, PUMA
Gordon Petersen - Lead Product Line Management, PUMA
Michelle Riley (me) - Senior Apparel Designer, PUMA
Juliette Delforge - Graphic Designer, PUMA
Rae Gordon - Senior Material Developer, PUMA
Hugh Lau - Senior Manager Development, PUMA
Alan Cheung - Senior Manager Development, PUMA
Sally Ghaly - Senior Creative Producer and Project Manager, PUMA