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Puma Pairs Up With Posh Design School for Planet-Friendly Drop

In partnership with the B.A. Fashion course at the Central Saint Martins design school in London, Puma has launched a new collection produced with the latest sustainable textile manufacturing technologies.

The Puma x CSM collection includes footwear, apparel and accessories for men and women and was produced with techniques like “dope dyeing” and digital printing, both of which can limit chemical usage and reduce water consumption.

In combination with digital printing, which applies prints directly onto fabric, dope-dyed textiles reduce water consumption by up to 17.4 percent for certain products in the collection.

Puma said it expects to continue to use both technologies in more areas of its product range after a positive experience developing the new drop with Central Saint Martins, even going so far as to modify its marketing materials to fit with its sustainable mindset.

“Reducing waste goes beyond the production cycle, which is why Puma also delved into new ways to make its marketing more sustainable,” the company said. “The campaign images for the collection were digitally sampled, using the technology of Dutch digital fashion house, The Fabricant.”

Puma tapped responsible raw materials for the collection, which uses cotton sourced through the Better Cotton Initiative (BCI), further reducing water consumption. Puma’s usage of BCI cotton saved more than 13 billion liters of water in 2019⁠—the equivalent of 200 million average-length shows, the company said.

The Puma x CSM collection is now available through Puma’s e-commerce channels and at select retailers.

In 2019, Central Saint Martins also launched the world’s first M.A. program in Biodesign, a multidisciplinary study that introduces designers to advancements in topics like biology, biomimicry and synthetic biology.