For The Love Of Water - Puma x Central Saint Martins
Created in collaboration with fashion students, Puma x Central Saint Martins is an innovative and eco-conscious collection for a more hopeful future. The latest collection continues to investigate the future of textile manufacturing for a more sustainable sportswear industry. It aims to raise awareness for global water shortages and wider environmental issues, For the love of water.
The latest A/W 2020 offering takes inspiration from patterns and textures of technical seafaring gear. It focuses on sustainable, water-less practices, from materials to marketing. By collaborating with the Central Saint Martins’ students, Puma has been able to research new technologies in textile production. In support of sustainable cotton farming it sources fabrics through the Better Cotton Initiative. By updating dyeing systems and digital print techniques it is able to decrease chemical and water consumption needed for of manufacturing the collection. Recycled mesh and non-dyed canvas are used to produce the collection's footwear. Marketing was done fully digitally, reducing energy and CO2 emissions, as well as supporting the peoples and computers doing all the rendering.