Puma has been making some serious changes to its sustainability initiatives and has come out the front-runner in many areas. The company recently told Greenpeace that it would phase out all hazardous chemicals from its supply chain by 2020. Earlier this year, it was the first company to put a financial value on environmental impact.
Last year the company launched its Clever Little Bag, a reusable bag to replace shoeboxes made from 65 percent less paper and energy. Now it wants to lead the way in materials technology and tackle what happens to their goods once people no longer want to use them.
Unlike Patagonia which encourages its customers to buy less, Puma wants its clothes to be compostable. By closing the loop, the company hopes to reduce its impact and is confident that compostable clothes and sneakers will be the future. The company is also focusing on products that can be easily recyclable. The Guardian reports that Puma CEO, Franz Koch, explained that the company is working with its partners to develop products with a 'cradle-to-cradle' design. He elaborates that:
"It follows two circuits, the technical and the biological: I can use old shoes to make new ones or something completely different, such as car tires. In the biological cycle, I can make shoes and shirts that are compostable so I can shred them and bury them in the back garden. We are working on products that meet these two criteria."
Compostable clothing certainly is an innovative idea and one, if promoted by a major brand, that could soon become mainstream. Reusing and reducing are still the most important ideals in the sustainability trinity but as recycling is the third, it cannot be ignored. Although Koch did not specify when the company would launch these products, it is obvious from his statements that they could be ready for release in the near future. It would be interesting to see how the fabric tests out against athletic activity and also how compostable it will be for amateur gardeners. Imagine fertilizing your garden with athletic apparel? Welcome to the future!
Akhila is the Founding Director of GreenDen Consultancy which is dedicated to offering business analysis, reporting and marketing solutions powered by sustainability and social responsibility. Based in the US, Europe, and India, the GreenDen's consultants share the best practices and innovation from around the globe to achieve real results. She has previously written about CSR and ethical consumption for Justmeans and hopes to put a fresh spin on things for this column. As an IEMA certified CSR practitioner, she hopes to highlight a new way of doing business. She believes that consumers have the immense power to change 'business as usual' through their choices. She is a Graduate in Molecular Biology from the University of Glasgow, UK and in Environmental Management and Law. In her free-time she is a voracious reader and enjoys photography, yoga, travelling and the great outdoors. She can be contacted via Twitter @aksvi and also http://www.thegreenden.net