Professor Green has revealed the strange inspiration behind his clothing range with Puma – YouTube of videos of honey badgers.

Talking about the fashionable creatures to 3am, Pro Green said:

While racking my brain and coming up with largely quite terrible ideas, I remembered watching a clip of the most fearless, relentless and absolutely bonkers animal I had ever seen… a honey badger… YouTube ‘honey badger don’t give a shit’ so as to grasp this fully.

So honey badgers was one of his best ideas. Not sure if that’s a worrying or genius thing. I personally don’t see the link between badgers and fashion… but whatever floats your boat.