Puma has gone all African with its latest clothing line.
The recently launched Puma Wilderness apparel, footwear and accessories is inspired by the landscape and climate of Africa. The collection, primarily sourced and produced in Africa using sustainable materials, has a worn, bushwhacked look and feel and addresses the element of heat.
The Puma Wilderness Collection is comprised of woven shirts, cargo shorts and pants, graphic tees, wilderness boots, a backpack and more. It features natural colours inspired by the African landscape, material and design for withstanding higher outdoor temperatures, and Puma Africa logos and environmental messages. Puma says “The apparel, accessories and footwear blend modern design with outdoor functionality for life on the streets – or in the bush.”
In the first spring/ summer 2012 Puma Wilderness collection, 94 percent of the line is produced in Africa, some at the Wildlife Works eco-factory in Kisigau, Rukinga in Kenya thereby making a significant contribution to both social and environmental sustainability in Africa. Additionally, 81 percent of the apparel styles use Fairtrade cotton, providing opportunities for workers at a fair price, while also promoting sustainable developments.
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The Puma Wilderness line also connects to Puma’s 20 percent stake in Wilderness Holdings Limited, a Botswana-based ecotourism and conservation company that utilises sustainable processes and supports both biodiversity conservation and development of rural communities across nine African countries. Along with its environmental and social commitments, Wilderness Holdings Limited additionally provides design cues for the safari-inspired Puma Wilderness collection.
“The Puma Wilderness collection brings us yet another step closer to our goal of developing more sustainable and socially responsible lines, and in turn furthering Puma’s mission to become the most desirable and sustainable Sportlifestyle company,” said Franz Koch, CEO of Puma.
“Our target for the future of the apparel collection is one made with 100 percent Fairtrade cotton, while also utilising even more of the imagery and beauty of Africa as inspiration.”
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