Puma is exploring the utilization of Renewcell's dissolving pulp cellulose derived from cotton-rich textile waste for the production of environmentally friendly fibers. These fibers, including lyocell, modal, viscose, and acetate, aim to reduce reliance on virgin forest sources, contributing to a more eco-conscious fashion industry.
Speaking at the United Nations climate change summit in Dubai, Anne-Laure Descour, Puma’s chief sourcing officer, revealed the sportswear giant's collaboration with Hong Kong-based manufacturer Crystal International Group. This partnership aims to explore the integration of Circulose into a specific range of products for consumers, signaling Puma's commitment to sustainable practices.
Descour emphasized that this initiative is just the beginning of Puma's efforts to incorporate sustainable materials. The announcement aligns with the objectives of the UN Fashion Industry Charter for Climate Action, a coalition dedicated to achieving net-zero greenhouse gas emissions in the fashion industry by 2050.
Puma's Unwavering Commitment and Collaborative Approach
Renewcell, the provider of Circulose, has faced challenges despite notable partnerships with leading brands like Ganni, Levi Strauss, Zara owner Inditex, and H&M Group. The company, headquartered in Stockholm, is seeking new funding after a sales warning triggered leadership changes and financial concerns. The success of sustainable initiatives like Circulose depends on the support of brands and clear signals from buyers, as highlighted in a Boston Consulting Group, Textile Exchange, and Quantis report.
Despite production challenges, Puma remains committed to sustainability, focusing not only on material innovation but also waste reduction. The company plans to source more cotton waste from its suppliers in Bangladesh, reinforcing its dedication to circular practices. Descour emphasized the importance of collaboration in achieving sustainability goals. She highlighted Puma's partnership with an unnamed American university to provide sustainability education for suppliers. In the evolving landscape of sustainability, transparency and shared visions between buyers and factories are crucial.
Industry Leaders Advocate for Proactive Supplier Practices and Legislative Changes
Catherine Chiu, vice president of global sustainability at Crystal International Group, stressed the need for suppliers to be proactive in adopting sustainable practices, citing short-term investments with quick returns. Chiu also called for brands to reward suppliers demonstrating better performance in sustainability.
As the fashion industry moves towards greater sustainability, the European Parliament recently reached a provisional agreement to revise the ecodesign framework, including a ban on destroying unsold clothing. Sustainable products that are durable, easy to reuse, repair, and recycle are poised to become the norm.
Renewcell acknowledges the sustainability benefits of Circulose but is conducting a comprehensive life cycle assessment using real production data. The results, expected in the first quarter of next year, will provide a clearer understanding of Circulose's environmental impact. Puma's venture into sustainable fashion, along with its collaboration with Renewcell and Crystal International Group, underscores the industry's collective commitment to creating a more sustainable and environmentally friendly future.