Cradle to Cradle certification involves the following five sustainability factors:
1) the use of environmentally safe and healthy materials; 2) design for material reutilization including recycling and composting; 3) renewable energy and management of carbon; 4) water stewardship; and 5) social fairness.
Puma developed its collection in collaboration with Environmental Protection Encouragement Agency, an organization which helps companies to fulfill the Cradle to Cradle Products Innovation Institute’s criteria.
Products in Puma's new line use homogenous materials to ensure that they are fully recyclable at the end of their lifespans.
The InCycle line includes a jacket with a zipper made from recycled polyester derived from recycled PET bottles that can be turned back into polyester granulate. The fully recylable backpack is made entirely of polypropylene.and the Basket Tee, is fully compostable through industrial composting. The Puma Shopper is constructed with reusable materials. The Puma Basket lifestyle sneaker is made from a mix of organic cotton and linen and the sole is composed of a biodegradable and copostable plastic known as Apinatbio.
According to Puma's first Product Environmental Profit and Loss Account published in October 2012, these new products have a significantly reduced footprint. The company's analysis of the Basket sneaker and Basket Tee Biodegradable indicated that these two products reduced environmental impacts by a third compared to their conventional counterparts.
Puma is also working with more than ten companies as part of an industry coalition designed to broaden the adoption of its Environmental Profit & Loss sustainability accounting method.
Puma has installed recycling bins in-store to collect used shoes, clothing and accessories of any brand as part of its “Bring Me Back” program which is being run in cooperation with global recycling company I:CO.
© 2013, Richard Matthews. All rights reserved.
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