Puma’s athletic socks look at the runway

Challenge. Redefine. Defy – This is Puma’s new mission in collaboration with Selena Gomez. The DEFYxSG collection is inspired by, and designed for, the strong girl. The products in the line are for women who challenged and questioned and carved out their own space, and this is what the socks in this line are doing in the hosiery market as well.

The ankle and two crews from this collection are runway inspired with no athletic feature in sight, but rather focus on casual styling, with sheer legs and welt interest.

These socks certainly challenge, redefine and defy what it means to cater to the women’s market in the Active category, as athleisure styling crosses over to different categories, from performance items to outerwear, socks seem to be the accessory of choice picked from the Casual category.

The hosiery industry leaders need to take note, because when consumers demand athletic, they don’t always mean athletic.

You can find the new DEFYxSG online HERE, along with the Defy training shoe, the Train It Jacket, the All Me 7/8 length training tights and mid/high impact women’s bra tops.