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Puma Wilderness Expands Brand's Sustainable Commitment to Africa

Posted by Mark J. Miller on July 9, 2012 09:59 AM

Puma, the German shoe and sportswear company that was founded in 1924 when Rudolf Dassler split out from his brother Adi’s Adidas, is betting big on Africa.

A new Wilderness Collection of apparel, footwear, and accessories is “inspired by the landscape and climate of the continent,” according to Ecouterre.com. The goods are also “primarily sourced and manufactured in Kenya in collaboration with Wildlife Works.”

More than 80 percent of the apparel will be made out of fair-trade cotton, with the goal of being 100 percent by next year, with 20% organic and African cotton making up the difference.

"The Puma Wilderness collection brings us yet another step closer to our goal of developing more sustainable and socially responsible lines, and in turn furthering Puma’s mission to become the most desirable and sustainable sport-lifestyle company," stated Franz Koch, the company’s CEO. "Our target for the future of the apparel collection is one made with 100 percent fair-trade cotton, while also utilizing even more of the imagery and beauty of Africa as inspiration."

A longtime supporter of African charities, Puma currently has a 20 percent stake in Wilderness Holdings Limited in Botswana, an “ecotourism group that runs safari camps and tours across the continent with an eye on preserving Africa’s pristine wilderness areas and wildlife.” WHL helped Puma create the designs for the Wilderness line.

Comments

Sullos Australia says:

"Puma... was founded in 1924 when Rudolf Dassler split out from his brother Adi’s Adidas". Never knew that!

"More than 80 percent of the apparel will be made out of fair-trade cotton, with the goal of being 100 percent by next year, with 20% organic and African cotton making up the difference" -

Puma, just make sure that "The Puma Wilderness" collection is actually a collection that will inspire volume sales which actually delivers on the proposition, and be attractive to your existing demo. Cause if it aint and the key objective is an entire promo collection for leverage c/o Mama Africa, man that'd be lame...

July 10, 2012 02:30 AM #

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