Puma has revealed the launch of its second Puma Wilderness collection of apparel, footwear and accessories for fall 2012, 75 percent of which is made from fair trade cotton.
The collection is manufactured in Africa and inspired by the region’s “landscape and climate,” Puma said. It includes pieces such as rugged shirts, T-shirts printed with photographs by the German safari photographer MichaelPoliza and a distressed desert boot.
The collection links to Puma’s 20.1 percent stake in Wilderness Holdings Limited, a conservation and eco-tourism company that supports biodiversity conservation and the development of rural communities across nine African countries. The organization provides the design cues for the Puma Wilderness collection. The collection also marks the Fairtrade International organization’s first partnership with a major sports brand.
Puma noted that using fair trade cotton in the collection means that a minimum price for cotton is set in specific regions, with the aim of covering the cost of cotton that is “sustainable, environmentally friendly and socially beneficial,” the firm stated. Puma will also pay farmers a fair trade premium, an additional sum that farmers can invest in joint projects such as education, health care and farm improvements.
Franz Koch, chief executive of Puma SE, said: “We have set high but also achievable targets in our aim of becoming the most desirable and sustainable sports lifestyle company, and our partnership with Fairtrade [International] plays a central role in achieving these,” he said. “There is a fast growing consumer demand for products which are sustainable and fairly traded and the Puma Wilderness collection…offers a collection of products that answers this need.”
By 2013, Puma aims for the entire Wilderness apparel collection to be manufactured using fair trade cotton.