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Puma Uses Recycled Denim for New Shoe Collection

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Athletic brand Puma has launched the Re-Cut Project, a new line of shoes made with a recycled denim upper, and the company said 100 percent of the profits will be donated to an orphanage in Vietnam.

Puma announced the project last week saying the initiative will positively impact a community near Ho Chi Minh City where both the Be Tho Orphanage and the Puma office are located.

Re-Cut footwear is made from leftover denim test panels cut from finished jeans and otherwise used by factories to test color and shrinkage. Now the scraps will be used for the shoe’s upper to yield what Puma said is a “lightweight and low cut casual lifestyle shoe.”

PUMAVision program manager Justin DeKoszmovszky said, “PUMA is dedicated to creating products that work towards the closed loop model and have a lower impact on the environment. Initiatives such as the Re-Cut Project are a demonstration of how this can be achieved whilst benefiting a local community.”

Be Tho Orphanage looks after more than 100 displaced children, and proceeds from Re-Cut shoes will go toward funding recreational activities, meals and medical care for the children.

The new line is available for purchase in select stores now and at puma.com.

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