As the climate warms and people around the globe start feeling the heat, Puma wants to do its part to push sustainability forward.
Last week, Puma announced Time4Change, a new line of sustainability-minded collection of kids’ apparel and footwear focused on raising awareness of the effects of climate change.
Offering trendy silhouettes in a neutral palette, Time4Change is a “natural look for a new climate-conscious generation,” Puma said in a statement, adding the collection “is comfortable enough to save the world in, or just hang around on the playground.”
The first Time4Change release includes the T4C Crew, which boasts rubber-printed graphics and an urgent message on Earth’s well-being. The T4C Hoody carries the same message alongside a vertical-striped pattern.
The first Time4Change capsule will also include footwear. The “Basket Canvas T4C” sneaker features Puma’s classic Basket silhouette and will be available in blue, grey and pink and come with a unique Time4Change tag on the upper.
The collection will be produced with organic cotton materials, Puma said. In the past, Puma has worked with the Better Cotton Initiative (BCI) to support sustainable cotton production around the world as part of its 10For20 sustainability plan, which also included eco-friendly plans for chemical usage, water and air impact and health and safety record.
“Sustainability is a key value of Puma, deeply integrated in our business operations,” Puma CEO Bjørn Gulden said according to a statement on the company’s website. “It guides our company to work faster toward a more just and sustainable future.”
Climate change has become a calling card for Gen Z and younger consumers, recent data shows, and Puma’s interest in capturing that attention plays well with its recent strategy to catering to youth. For example, the brand has started to play in the esports world. In December, Puma released a “sock-like” gaming shoe designed to be footwear for the next-generation video game competitor.
In October, Puma partnered with Cloud9, an esports organization based in Los Angeles, to produce branded team apparel.
Time4Change launched online and in stores on Feb. 1.