An experiment in biodegradable fashion.
How do you make PUMA’s most iconic silhouette relevant to a new generation of consumer? You create a desirable product thats isn’t harmful to the world we live in.
Under a new division of PUMA entitled Circular Labs - we developed the RE:SUEDE, designed to eventually be returned to the earth through a biodegrading process.
Why? Because eco-aniexty amongst consumers is on the rise and large players across industries need to the change the consumers wish to see.
The experimented started with a limit run of RE:SUEDE that we tested with our BETA50. Shoe enthusiasts that posted and reviewed the journey for 6 months before returning them for us to learn and develop from.
The experiment is just the beginning. Circular Labs is now established with multiple innovations coming through. Creating a more circular PUMA and doing our bit creatively to reduce landfill waste from the fashion industry.
RESULTS
55+ countries covered the experiment
855+ pieces of media coverage
9.5bn global reach
TITLES INC.
Vogue, The Guardian, Bloomberg, The Independent, GQ, Hypebeast, Dazed