Puma Join Central Saint Martins Design School To Create New Sustainable Clothing And Footwear Collection

Image Courtesy of PUMA

Global sports company PUMA has teamed up with the BA Fashion course at London-based design school Central Saint Martins to explore more sustainable technologies in textile manufacturing, the results of which can be seen in the new PUMA x CSM collection.

Central Saint Martins is a world-renowned arts and design college based in London.

Created in collaboration with the college’s fashion students, PUMA x CENTRAL SAINT MARTINS is an innovative and eco-conscious collection for a more hopeful future.

The Future Fashion collection was created to promote water conservation in our changing world.

Product designs feature utilitarian elements like zippers and mesh, accented with graphic prints inspired by South African water usage maps.

Un-dyed materials are paired with fabrics that have been sustainably dope dyed or digitally printed, which reduces the use of chemicals and water in production

The collection includes a range of footwear, apparel and accessories for both men and women.

It implements cutting edge dyeing technologies such as “Dope Dye” and digital printing, which reduce the use of chemicals and water.

After being tested in the collection with Central Saint Martins, PUMA will also roll out these technologies in other parts of its product range.

Dope dyeing is a process which uses less energy, water and chemicals than conventional wet processing, as one step in the dyeing process is eliminated.

Digitally printing logos directly onto fabric also helps reduce waste and chemicals.

With these initiatives, PUMA reduced the water consumption in the collection by up to 17.4 percent, depending on the product.

 Reducing waste goes beyond the production cycle,

which is why PUMA also delved into new ways to make its marketing more sustainable. The campaign images for the collection were digitally sampled, using technology of Dutch digital fashion house, The Fabricant.

By using cotton from the Better Cotton Initiative, PUMA also significantly reduces the water use in producing the raw materials for the collection.

In 2019, PUMA saved more than 13 billion liters of water by using BCI cotton throughout its product range, which is equivalent to 200 million average showers.

The PUMA x CSM collection will be available globally on May 14th on PUMA.com and selected retailers.