In a groundbreaking move towards sustainability, sports giant PUMA announces the launch of its RE:SUEDE 2.0 sneaker, marking the culmination of a two-year composting experiment. The company’s innovative approach aims to revolutionize the sneaker industry by introducing eco-friendly solutions to footwear production.
The journey began with PUMA’s ambitious experiment to compost its iconic RE:SUEDE sneaker under controlled industrial conditions. This initiative demonstrated PUMA’s commitment to exploring sustainable alternatives in the production process. Over the course of the experiment, 500 pairs of the special edition RE:SUEDE sneakers were crafted using materials specifically chosen for their biodegradable properties, including Zeology tanned Suede. These sneakers were then worn by volunteers for six months before being returned to PUMA for composting.
Following the success of the experiment, PUMA is now set to release the commercial version of the RE:SUEDE sneaker, aptly named the RE:SUEDE 2.0. This upgraded iteration incorporates valuable insights gained from the experiment, as well as feedback from volunteers. The RE:SUEDE 2.0 is set to make a significant impact in the realm of sustainable footwear, offering consumers an environmentally conscious choice without compromising on style or performance.
Anne-Laure Descours, PUMA’s Chief Sourcing Officer, emphasizes the importance of the RE:SUEDE 2.0 in the company’s quest for sustainable solutions. She acknowledges the progress made while underscoring PUMA’s ongoing commitment to innovation and collaboration in addressing waste reduction. The launch of the RE:SUEDE 2.0 marks a pivotal moment in PUMA’s sustainability journey, paving the way for future initiatives aimed at fostering circularity in the fashion industry.
Customers purchasing the RE:SUEDE 2.0 can rest assured that PUMA has devised a seamless end-of-life solution for their sneakers. Upon reaching the end of their lifespan, customers can return their worn-out sneakers to PUMA free of charge. These sneakers will then undergo an industrial composting process, contributing to the company’s circular economy efforts. In return for their contribution, customers will receive a 20% discount on their next purchase, further incentivizing sustainable practices.
The RE:SUEDE project and PUMA’s broader sustainability initiatives are a testament to the company’s commitment to creating a more sustainable future. Through its Circular Lab, PUMA continues to spearhead innovation in the realm of circularity, guided by a vision of “FOREVER. BETTER.” This holistic approach reflects PUMA’s dedication to environmental stewardship and underscores its role as a leader in sustainable fashion.
As PUMA paves the way for a more sustainable future, the launch of the RE:SUEDE 2.0 represents a significant milestone in the company’s journey towards a circular business model. With its innovative approach and commitment to sustainability, PUMA sets a new standard for the footwear industry, proving that style and sustainability can go hand in hand.
