Chalayan in at Puma
Puma AG, the world’s third-largest athletic apparel company, named London-based designer Hussein Chalayan the company’s new creative director and took a majority stake in the designer’s company. Chalayan’s reputation as a conceptual designer was part of the appeal, according to Puma executives. “Hussein Chalayan is a proven visionary in the fashion, design and art industries,” said Jochen Zeitz, chairman and chief executive officer of Puma. “Acquiring majority shares of the Hussein Chalayan brand is giving Puma the ability to move into a new space, expanding our reach to become the most-desirable sport-lifestyle company in the world.” The deal will allow Chalayan to grow his ready-to-wear business, according to a company statement. The designer will still be based in London.
