Sportlifestyle company, PUMA this summer, 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 sustainable materials, has a worn, bushwhacked look and feel and addresses the element of heat. The collection has been accredited by Fairtrade and is also sold in selected Duesouth since early summer.
The PUMA Wilderness Collection is comprised of: woven shirts, cargo shorts and pants, graphic tees, wilderness boots, a backpack and more. In the first Spring/ Summer 2012 PUMA Wilderness collection, 94% of the line is produced in Africa, some at our, Fashion Africa featured company, Wildlife Works eco-factory in Kisigau, Rukinga in Kenya thereby making a significant contribution to both social and environmental sustainability in Africa.
Additionally, 81% of the apparel styles use Fairtrade cotton, providing opportunities for workers at a fair price, this also provides opportunities for small-scale farmers while also promoting sustainable developments. Manufacturing the PUMA Wilderness range in Africa helps create new jobs and development opportunities in various regions of the continent. Generally Fairtrade product creates more prospects for farming communities who have been economically disadvantaged or marginalized by the conventional trading system, and has become the leading certification system for sustainability and poverty alleviation.
“FAIRTRADE clothing goes beyond marketing good-looking, high quality apparel” comments Boudewijn Goossens, Executive Director of Fairtrade Label South Africa (FLSA). “The small FAIRTRADE label on the trousers or t-shirts assures consumers that the cotton was produced by FAIRTRADE accredited small-scale farming co-operatives, according to strict social and environmental standards and that the farmers have received a fair deal”.
FAIRTRADE certified cotton means that producers not only receive an agreed minimum price that covers their cost of sustainable production, but also a Fairtrade Premium of €50 for every ton of cotton they sell. They can then spend this additional premium in social, environmental and economic projects – such as investing in schooling, health and production inputs.
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 Franz Koch, CEO of PUMA. “Our target for the future of the apparel collection is one made with 100% Fairtrade cotton, while also utilizing even more of the imagery and beauty of Africa as inspiration.”
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 apparel, accessories and footwear blend modern design with outdoor functionality for life on the streets – or in the bush.
Selected styles from The PUMA Wilderness collection are available in Canal Walk, Sandton, Clearwater, Maerua Mall, Centurion, Rustenburg and Melrose Arch Duesouth stores. The collection will also retail in 16 different countries as well as on www.puma.com.