African cotton for Puma’s Africa range
Germany-based sportlifestyle company Puma has extended its range of sustainable products and has launched new African-themed fashion lines featuring apparel made from sustainable cotton produced in sub-Saharan countries. The company is part of the Aid by Trade Foundation’s ‘Cotton Made in Africa’ initiative which aims to help improve living conditions for African cotton farmers and their families as well as making a contribution to protecting the environment.
The company, which is official supplier to eleven national African football teams, has launched several African-themed fashion collections ahead of the 2010 World Cup in South Africa. These collections will be available from July 2009 and will carry the ‘Made in Africa’ label.
In the second half of 2009, Puma will produce 2% of its entire apparel collection from African cotton, including jerseys for fans of the African National teams.
“We are proud that our African-themed collections have been created with African involvement which makes them much more authentic and more desirable,” said Jochen Zeitz, chairman and CEO.
Cotton in Africa is produced without artificial irrigation because of poverty, the lack of infrastructure and low water reserves. An efficient use of rainfall is therefore incredibly important. The project aims to create efficient farm management by offering training and advice. Techniques such as mulching to keep the soil covered and to reduce evaporation are crucial.
