Puma inspired by Africa for latest apparel line
German sportswear brand Puma recently launched its new clothing, footwear and accessories collection, called Puma Wilderness. The brand says the line was inspired by the landscape and climate of Africa. The collection, primarily sourced and produced in Africa using sustainable materials, has a worn look and addresses the element of heat.
The Puma Wilderness line includes woven shirts, cargo shorts and trousers, graphic t-shirts, 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 said: “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% of the line was produced in Africa, some at the Wildlife Works eco-factory in Kisigau, Rukinga in Kenya. Additionally, 81% of the apparel styles use Fairtrade cotton.
“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 utilising even more of the imagery and beauty of Africa as inspiration.”
