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Brand Partners With Design School For Sustainable Sportswear

Puma releases new sustainable sportswear in collaboration with Central Saint Martins.

The Culture Wire Review
The Culture Wire Review
6.0
GenderMale, Female, Others
Age BracketYoung Adults, Adults
GeographyWorldwide

Puma returns with its second collaboration with Central Saint Martins this year. After working with the world-renowned fashion and design school on a sneaker collection, they now have released a new sportswear range. The latest offering focuses on sustainable, waterless practices, from materials to marketing, including a campaign starring digitally rendered garments.

Working with Central Saint Martins’ BA students, PUMA has been able to research new technologies in textile production with sustainable cotton farming through the Better Cotton Initiative. As well as executing state-of-the-art dyeing systems and digital print techniques that decrease the current chemical and water consumption needed for manufacturing apparel and footwear, solidifying the brand’s environmental efforts. The innovative collection takes inspiration from patterns and textures of technical seafaring gear, featuring students’ personal notes about the qualities of water stitched into the insides of the garments, rounded off with footwear pieces crafted from recycled mesh and non-dyed canvas

Switching to digital print on fabric also allows for further reduction of waste and chemicals, implementing these cutting-edge processes has allowed PUMA to reduce water consumption in the collection by up to 17.4%. The ingenious collection delivers a selection of technical garments, from its twill transfer logo print T-shirts and sweaters to lightweight tracksuits and functional jackets with multi-pocket systems, all made from recycled materials.

Reference- HypeBeast

The Culture Wire Review
6.0
PUMA taps BA Fashion students from Central Saint Martins to work on a project that centers around the future of textile manufacturing. This is to push towards a more sustainable future in the sportswear industry specifically. The capsule also aims to garner awareness around global water shortages and the overall environmental issues that are pressing to the world. There are designs that are made using waterless and sustainable methods, branching from materials down to marketing and digital campaigns as well.

Breakdown

  • Popularity 6.0
  • Inventiveness 7.0
  • Engagement 4.0
  • Human Centricity 7.0

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