After a small preview last week, today brings a full look at the upcoming collaboration between Frank the Butcher's Business As Usual and Puma. The "Eat What You Kill" collection, which is comprised of two sneakers, a long sleeve jersey, and headwear, is inspired by Frank's upbringing and his belief that things should be earned rather than taken.

"I'm a product of my environment. At the same time, as a young man I was focused on not allowing my environment stop me from doing something meaningful with my life," Frank the Butcher said. "This collection represents just that, pushing forward and not subscribing to 'can’t.' 'Eat What You Kill' is a way of speaking to kids from similar backgrounds; telling them go out and get it."

It doesn't get much realer than that. On the footwear front, the "Eat What You Kill" collection includes both the Puma Blaze of Glory and R698 silhouettes drenched in Business As Usual's trademark black, white, and gold color scheme, along with hits of grey and burgundy for added contrast. 

Elsewhere, this capsule also features a long-sleeve "Eat What You Kill" jersey, a waffle-knit fold beanie, and a striped headband.

The entire Frank the Butcher x Puma range will be available starting October 30 exclusively from Puma Lab locations at Foot Locker, Footaction, and Puma stores.

To get you hyped for the release, Frank has dropped off a brand new self-produced joint with Killer Mike which you can hear below.