Michelle Riley.
2. Represent
Intro to Represent x PUMA, AW2025.
For our collaboration with Represent, our aim was to honour the home of Represent in multiple ways; nodding to the historical football culture that surrounds their environment, noting the rivalries between Manchester City and Manchester United, as well as hinting at the iconic musical rivalry between football enthusiasts Liam and Noel Gallagher of Oasis. Being rooted in both lifestyle and sport, our mission was to connect Represent to the rich history of English football culture without appearing too “obviously” football. Aside from the bring-back PUMA King Jersey, the entirety of the collection subtly celebrates football culture via archival crests, the palette of the original Manchester City stadiums, and great silhouettes that were visible in the stands in the 90’s and early 2000’s.
When building this collection, we referenced iconic PUMA archival pieces that evoked the feeling of being part of English football culture, and referenced those that could be translated into modern, easily wearable pieces. We looked into the details that are necessary for comfort, warmth and practicality, with a classic heritage feeling, such as the PUMA vintage anorak, vintage PUMA King Hoodie and OG Jerseys with the utilisation of the iconic PUMA formstrip.
Color, Details & Graphics Direction by Greg Barnett, Will Major, James Gullick, Michelle Riley & Laura Wienerl.
The collection key looks, illustrations by Michelle Riley.
The collection creates a humble and considered uniform, built for those who connect to the nostalgic feeling and who look for high-quality, stape pieces. The refined details are where the collection brings depth, texture and a classic heritage feeling. Raised embroideries in satin thread and flocking executions provide a classic football touch to the PUMA King Jersey, along with the iconic PUMA King Jacquard Tape and engineered base graphic. Washed cotton twill and lightly-bleached heavy-weight cotton terry gives the collection a worn-in, tried and true feeling on the Anorak and Hoodie. The Knitted Full-Zip Jumper speaks classic football with the PUMA Formstrip sign-off engineered and knitted into the sleeve panelling in a tonal execution. The Bomber Jacket in a satin twill is lightly padded for colder match days, with tonal high-density embroidery to quietly celebrate Represent.
*Please note my tech packs are considered PUMA property and are strictly non-disclosable. All Right’s are Reserved. Photography rights by Bogdan Shirokov and PUMA.
A massive thank you to everyone who was involved in the Apparel product creation for this collaboration:
George Heaton - Creative Director and Founder, Represent
James Gullick - Chief Product Officer, Represent
Greg Barnett - Head of Graphic Design, Represent
Will Major - Graphic Designer, Represent
Michelle Riley (me) - Senior Apparel Designer, PUMA
Laura Weinerl - Graphic Designer, PUMA
Linda Dittrich - Product Line Management, PUMA
Gordon Petersen - Lead Product Line Management, PUMA
Ferdinand Krug - Senior Partnership Management, PUMA
Rae Gordon - Senior Material Developer, PUMA
Hugh Lau - Senior Manager Development, PUMA
Peter Tam - Manager Development, PUMA