Puma is taking a wild approach for its second Wilderness collection of clothing, footwear and accessories.
According to the label, the fall line was produced in Africa, made from fair trade cotton and was inspired by the the homeland's landscape and climate.
Chief executive of Puma SE, Franz Koch, talks about the brand's concept:
“We have set high but also achievable targets in our aim of becoming the most desirable and sustainable sports lifestyle company, and our partnership with Fairtrade [International] plays a central role in achieving these. There is a fast growing consumer demand for products which are sustainable and fairly traded and the Puma Wilderness collection offers a collection of products that answers this need.”
The sports label is part of the Wilderness Holdings Limited, a conservation and eco-tourism company that supports biodiversity conservation and the development of rural communities across nine African countries. The organization will take part in giving Puma design ideas for the collection.
This collaboration is extremely special considering it is the first time Fairtrade International has teamed up with a brand like Puma.
The best part, the retailer announced that they are animal free a few months ago, so we don't have to worry about our furry friends appearing within the line.
Pieces included in the collection are rugged shirts, T-shirts printed with pictures by German photographer Michael Poliza and a desert boot.
The collection is available now, so get out there and get wildly Puma fitted!
[Image courtesy of Puma.]
Tags: fairtrade international, franz koch, inspired by landscape and climate, manufactured in africa, michael poliza, puma, puma wilderness collection, wilderness holdings limited