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Robin Driver Published
September 27, 2025
E-commerce giant Amazon and the global sportswear company Puma have joined forces to create Care Of by Puma, a new leisurewear line for men and women, developed using customers’ reviews and search data.
Slotting comfortably into the growing trend of fashion-focused athleisure, the Care Of line seeks to offer both style and comfort, combining anti-pill and moisture-wicking fabrics with minimalist silhouettes.
The launch collection, which has already been released as a pilot in Europe, includes some 50 pieces, ranging from leggings, t-shirts and jackets to sneakers and accessories, all available in a wide variety of color options.
Pieces are priced accessibly, with simple cotton t-shirts going for £11 ($14) and puffer jackets on offer for £64 ($76). Sneakers start at £54 ($67).
The line, which has its own logo and branding, is the first label to be launched by Amazon in collaboration with another company. The Seattle-based e-tailer has been busy boosting its position in the fashion industry over the past couple of years and was found to be the most shopped apparel retailer in the US by a Coresight Research study in March.
The e-commerce giant has a range of private apparel labels and has also launched innovative services such as Prime Wardrobe and Personal Shopper as it seeks to cement its leadership in the market.
Its latest collaborative initiative looks to be tapping into the increasingly popular trend of mixing the comfortable technical fabrics of athleticwear and athleisure with more fashion-conscious cuts to make pieces that can transition from the gym to more formal work settings as part of an active lifestyle.
Puma has already shown its eagerness to explore this development with its athleisure-inspired high-performance cosmetics collection, launched in partnership with Maybelline in January of this year. At the time, Puma’s global director of brand and marketing Adam Petrick described the collection as “the representation of the point where the gym meets the runway.”
As of September 23, the Care Of launch collection is available to purchase exclusively on Amazon Fashion in Europe. The line will launch in the US in October.