PUMA Partners With Ukrainian Fashion Brand CHER’17 for First-Ever Collaboration

German sportswear company PUMA has partnered with Ukrainian fashion brand CHER’17, marking PUMA’s first collaboration with a local fashion label in the Ukrainian market.

According to the press release, the CHER’17 x PUMA collection is built around the concept of unexpected changes to everyday plans, reflected in the campaign’s central message, “No plan is a plan.” The collaboration reinterprets PUMA’s classic designs through details inspired by everyday accidents and imperfections.

“Modern life requires improvisation: so many things genuinely don’t go according to plan. We decided to dedicate our collaboration to this spontaneity and explore it through a new perspective on PUMA’s classic silhouettes,” says Tetyana Parfilieva, Creative Director of CHER’17.

The collection centers on a customized version of the PUMA Suede, one of the company’s signature footwear silhouettes. CHER’17 has reworked the model with prints and visual effects designed to resemble paint splatters, peeling surfaces, and traces of dirt.

Rather than treating these elements as imperfections, the collection incorporates them as intentional design features, reflecting its broader theme of adapting to circumstances that do not go as planned.

The collaboration also extends beyond footwear, with T-shirts featuring visual elements based on the same concept.

For CHER’17, the partnership represents another step in the Ukrainian brand’s development and its cooperation with international fashion companies. The project also adds to a growing number of collaborations between Ukrainian labels and established global brands.

“This collaboration was entirely an initiative of the local PUMA Ukraine team. We have a great appreciation for our brands and had long wanted to create a joint local project. CHER’17 was a perfect match for us in terms of values: it represents boldness, dynamism, and contemporary urban style,” Olha Tyshchenko, Brand Manager at PUMA Ukraine, said in a comment to UNITED24 Media.

She noted that in today’s reality, many circumstances are beyond people’s control and can unfold differently from what was expected, stressing that such unexpected changes should not be a reason to become discouraged or stop moving forward.

“Sometimes, it is precisely these unexpected turns that give rise to something truly exciting, authentic, and special—just like this collaboration,” Tyshchenko concluded.

The collaboration follows other recent milestones for Ukrainian fashion on the international stage. Earlier this year, Ukrainian fashion brand LITKOVSKA made its debut on the official Paris Fashion Week runway schedule, where it presented its Fall-Winter 2026/27 collection, FIREFLY.

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