The PUMA × JAHNKOY collaboration explores the meeting point of contemporary sportswear, craftsmanship, and cultural memory. The collection features original ornaments created by Marusya Kazakova (BABAJAHGA), inspired by Slavic visual traditions and reinterpreted through a contemporary artistic language.

    While motifs draw from Slavic heritage, their underlying symbolism echoes across numerous Indigenous and traditional cultures around the world, reflecting a shared human visual language that transcends borders. Through this work, the artist invites a renewed appreciation of the cultural knowledge embedded within traditional ornamentation and the universal values it carries.

    At the heart of the collaboration is a vision of cultural regeneration—the belief that a new generation can come together to preserve, restore, and reimagine the crafts, symbols, and ancestral knowledge that connect humanity. These traditions are not relics of the past, but living expressions of identity, creativity, and collective memory that no society can afford to lose.

    The collection combines sustainable materials with intricate construction, embroidery, and handcrafted details, creating garments that embody both contemporary design and enduring cultural significance. The symbolic patterns serve not only as visual elements, but also as expressions of protection, resilience, and spiritual well-being, transforming each piece into an object that carries meaning as well as function.