Puma launches new collection made from recycled plastic2 min read . Updated: 21 Feb 2020, 03:26 PM IST
- Puma has partnered with recycling firm First Mile to co-create the collection
- First Mile is a people-focused network that strengthens micro-economies
NEW DELHI : Sportswear brand Puma on Friday announced the launch of a new collection made entirely from recycled plastic. The brand has partnered with recycling firm First Mile to co-create the collection which consists of shoes and apparel made from recycled yarn that is manufactured from plastic bottles collected in the First Mile network.
Puma said the launch is a part of their commitment to reduce their environmental impact and provide support to underdeveloped communities. First Mile is a people-focused network that strengthens micro-economies in Taiwan, Honduras, and Haiti by collecting plastic bottles to create sustainable jobs and reduce pollution. The bottles are then sorted, cleaned, shredded, and turned into yarn, which is later used to create products with purpose that truly empower from the first mile forward.
“Even though one of the key benefits of this partnership is social impact, the Puma and First Mile program has diverted over 40 tonnes of plastic waste from landfills and oceans, just for the products made for 2020. This roughly translates into 1,980,286 plastic bottles being reused," said Stefan Seidel, head of corporate sustainability for Puma. “The pieces from this co-branded training collection range from shoes, tees, shorts, pants and jackets—all the apparel is made of at least 83% to even 100% from the more sustainable yarn sourced from First Mile."
The first Puma x First Mile training collection will be available at brand outlets, selected retailers as well as brand’s e-commerce site starting 21 February.
“We hope that whoever buys this collection feels good about this purchase, not just in terms of choosing something that uses sustainable material, but knowing that those entrepreneurs in the First Mile are being connected to this product because it’s their material going into it," said Kelsey Halling, head of partnerships at First Mile.
Despite the craze of fast fashion brands globally, a small section of brands are taking baby steps towards creating ethical fashion. In India, a variety of big and small-scale fashion retailers, such as H&M, Wills Lifestyle, W and Akira Ming, are latching onto the concept of organic or slow fashion.
These brands are creating clothing lines using organic material, natural dyes and designs that lead to minimal wastage and, in turn, cause minimum damage to the environment. The new trend addresses the concerns about the costs of the fast-moving industry, whose carbon emissions are estimated to be more than those of all international flights and maritime shipping combined. Although sustainable, or slow fashion, is still a small contributor to India’s apparel market, which will be worth $59.3 billion in 2022, it is the sixth largest in the world.