Sportlifestyle company, PUMA, launched the new PUMA Wilderness Collection accredited by Fairtrade in selected Duesouth stores yesterday, 22 March 2012.
The PUMA Wilderness collection, a line of apparel, footwear and accessories inspired by the landscape and climate of Africa, is a range that is primarily sourced and produced in Africa using sustainable materials. The collection has a worn, bushwhacked look and feel and addresses the element of heat.
81% of the apparel styles of the PUMA Wilderness Collection use Fairtrade cotton, providing opportunities for small-scale farmers, while also promoting sustainable developments. Fairtrade creates more prospects for farming communities who have been economically disadvantaged or marginalized by the conventional trading system, and has become the leading certification system for sustainability and poverty alleviation.
“FAIRTRADE clothing goes beyond marketing good-looking, high quality apparel” comments Boudewijn Goossens, Executive Director of Fairtrade Label South Africa (FLSA). “The small FAIRTRADE label on the trousers or t-shirts assures consumers that the cotton was produced by FAIRTRADE accredited small-scale farming co-operatives, according to strict social and environmental standards and that the farmers have received a fair deal”.
FAIRTRADE certified cotton means that producers not only receive an agreed minimum price that covers their cost of sustainable production, but also a Fairtrade Premium of €50 for every ton of cotton they sell. They can then spend this additional premium in social, environmental and economic projects – such as investing in schooling, health and production inputs.
“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% Fairtrade cotton, while also utilizing even more of the imagery and beauty of Africa as inspiration.”
Manufacturing the PUMA Wilderness range in Africa helps create new jobs and development opportunities in various regions of the continent. The PUMA Wilderness Collection is comprised of: woven shirts, cargo shorts and pants, graphic tees, wilderness boots, a backpack and more. In the first PUMA Wilderness collection, 94% 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.
The PUMA Wilderness line also connects to PUMA’s 20% stake in Wilderness Holdings Limited, a leading Botswana-based ecotourism and conservation company that utilizes 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.
Selected styles from The PUMA Wilderness collection are available in Canal Walk, Sandton, Clearwater, Maerua Mall, Centurion, Rustenburg and Melrose Arch Duesouth stores. The collection will also retail in 16 different countries as well as on www.puma.com.
