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May 23 2007 9:12AM EDT

Puma's Next Fashion Foray -- Urban Mobility

Puma launched it's Urban Mobility line in London on Sunday night. The line is a mix of old Puma product, like a bike and shoes, and new accessories including the X-Ray belt, a belt with no metal parts to slow you down at airport security. There was also a limited edition Urban Mobility bag, made of white leather with a rosewood base. At 650 euro ($875), the bag is still less than the items in the designer collaborations group (which includes products by Alexander McQueen and Neil Barrett), but above that of most Puma product.

belt-large.jpg

It's an interesting product launch to watch because of the Puma acquisition by PPR. (PPR is the parent company of Gucci Group, which controls Alexander McQueen as well as Gucci, Yves Saint Laurent and Bottega Veneta among others.) When the acquisition announcement was made, Gucci Group executives in London were wondering how much time they would be expected to give to Puma, since although it is not technically their responsibility, the brand's plans to go high-end are well known. And at least one analyst I know thinks that the departure of Gucci Group veteran James McCarthur may be linked to the Puma acquisition. I'm not so sure myself.

Anyway, nice to know about the belt. Here's hoping the translucent shoes come next.

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