Puma has been making some serious changes to its sustainability initiatives and has come out the front-runner in many areas. The company recently told Greenpeace that it would phase out all hazardous chemicals from its supply chain by 2020. Earlier this year, it was the first company to put a financial value on environmental impact.
Last year the company launched its Clever Little Bag, a reusable bag to replace shoeboxes made from 65 percent less paper and energy. Now it wants to lead the way in materials technology and tackle what happens to their goods once people no longer want to use them.
Unlike Patagonia which encourages its customers to buy less, Puma wants its clothes to be compostable. By closing the loop, the company hopes to reduce its impact and is confident that compostable clothes and sneakers will be the future. The company is also focusing on products that can be easily recyclable. The Guardian reports that Puma CEO, Franz Koch, explained that the company is working with its partners to develop products with a 'cradle-to-cradle' design. He elaborates that:
"It follows two circuits, the technical and the biological: I can use old shoes to make new ones or something completely different, such as car tires. In the biological cycle, I can make shoes and shirts that are compostable so I can shred them and bury them in the back garden. We are working on products that meet these two criteria."