PUMA Launches Sustainability-Focused PUMA Wilderness Collection for 2012

PUMA^® announces its new PUMA Wilderness collection, a line of apparel, footwear and accessories inspired by the landscape and climate of Africa. The collection, primarily sourced and produced in Africa using environmentally sustainable materials, has a worn, bushwhacked look and feel and addresses the element of heat. 

The PUMA Wilderness Collection is comprised of:  woven shirts, graphic tees, wilderness boots puma shoes, a backpack and more. Of the first Spring/ Summer 2012 PUMA Wilderness collection, 45% of the apparel styles use Fairtrade cotton, 50% use cotton that is made in Africa (CmiA), and 95% of the line is produced in Africa. Cotton Made in Africa supports subsistence farmers, places a strong emphasis on reducing the use of pesticides, and is certified by the Aid by Trade Foundation (AbTF). Additionally, manufacturing the PUMA Wilderness range in Africa helps create new jobs and development opportunities in various regions of the continent.

The PUMA Wilderness line also connects to PUMA’s 20% stake in Wilderness Holdings Limited, a leading Botswana-based ecotourism and conservation company that utilizes sustainable processes and supports both biodiversity conservation and development of rural communities across nine African countries. Along with its environmental and social commitments, Wilderness Holdings Limited additionally provides design cues for the safari-inspired PUMA Wilderness collection. 

“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 Sportlifestyle company,” said Rajiv Mehta, PUMA South Asia MD.

The collection features:  natural colours inspired by the African landscape, material and design for withstanding higher outdoor temperatures, and PUMA Africa logos and environmental messages. The puma shoes, apparel, accessories and footwear blend modern design with outdoor functionality for life on the streets – or in the bush.