APJP and PUMA for Pitti Immagine

Over the last few months, at an impressive pace, APJP has become one of the most interesting projects of Milan's fashion landscape. Born from the minds of Alberto Panocchi and Joelle Pomioli, APJP focuses mainly on the concept of custom, using items, and especially denim, with a long story behind them.

It all started with the wrong washing of jeans, which led to its customization. The synergy of the founders and the result obtained gave life to a world of creativity applied to different customized pieces. During the last MDW, Panocchi and Pomioli organized a special live painting session, where they customized white jeans with rolls and brush strokes, receiving praise and the appreciation of all the guests.

On the occasion of Pitti Immagine, in particular, from June 11 to June 17, APJP will be the protagonist at the PUMA Florence store. Within the store and in the shop windows, it will in fact be possible to have a close look at the sportswear brand's items customized by the two creatives: the classic PUMA logo tee is enriched by black brush strokes, the iconic stripes of the Milan football jersey are highlighted through brush stroke in the same nuances, while the PUMA sweatshirt is decorated by white accents on the stitchings. APJP takes the art in the store, putting on the foreground the creation itself (the items won't actually be on sale).

APJP gives a completely new and unique look to sporty items, translating its sophisticated and artistic aesthetic on pieces like T-shirts and hoodies. PUMA sportswear becomes artistic thanks to the refined brush strokes of APJP.