PUMA closes the loop with first cradle-to-cradle product line

PUMA has unveiled its first cradle-to-cradle collection product range comprising footwear, apparel and accessories - of all which have been certified as 100% biodegradable or recyclable.

The InCycle range, which edie first reported on last October, is the latest bid by the company to to become the world’s most sustainable and desirable sportlifestyle brand.

PUMA collaborated with the Environmental Protection Encouragement Agency (EPEA), a facilitator of cradle-to-cradle strategies, to develop the collection, which has achieved a ‘basic’ certification rating by the Cradle to Cradle Products Innovation Institute.

The certification scheme itself is rigorous and rates products against five sustainability factors: the use of environmentally safe and healthy materials; design for material re-utilisation including recycling and composting; renewable energy and management of carbon; water stewardship; and social fairness.

While the rating is the lowest on the scorecard, PUMA maintains it still represents a tremendous step forward in reducing the company’s overall environmental footprint while giving consumers a more sustainable product choice.

Two products within the InCycle range, the Basket trainer and Basket Tee Biodegradable t-shirt have also been analysed as part of PUMA’s first product environmental profit and loss account (EPLA) published in October 2012.

According to Reiner Hengstmann, global director of PUMA Safe, the results speak for themselves. “These two products impacted the environment by a third less than their conventional counterparts,” he said.

To aid in the product collection and recycling process at end-of-life, the company is also rolling out a consumer-facing ‘Bring Me Back’ programme globally throughout its stores and outlets.

This includes the installation of in-store recycling bins where customers can return used shoes, clothing and accessories of any brand.

Maxine Perella

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