Its Bring Me Back programme – which will be rolled out globally next year – follows on the heels of Marks & Spencer’s Shwopping scheme launched last week by Joanna Lumley.

Under the initiative customers will be able to drop off any style or brand of clothing, shoes and accessories for reuse, upcycling, or remanufacture.

Donated items will be sorted and graded against 400 criteria different criteria to ensure there’s zero waste. According to Puma, this is “all in an effort to create a closed-loop system that keeps discarded products out of landfills, instead giving them new life in myriad other forms”.

The sportswear company has already rolled out numerous eco- initiatives, from trading plastic bags for “clever little shoppers” made out of cornstarch, and adding vegan sneakers made with recycled materials to its line-up.

Maxine Perella

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