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Puma steps up game with Cradle to Cradle certification

March 6, 2013

Puma steps up game with Cradle to Cradle certification

Puma has been on a steady path to greater sustainability for years, but it just took a major stride forward by designing a new product line that earned it bragging rights with a prestigious certification.

The international sports lifestyle company was recently awarded the Cradle to Cradle product certification at the “basic” entry level from the Cradle to Cradle Products Innovation Institute. Puma will launch this month, InCycle, its first collection of footwear, clothing and accessories that are completely biodegradable or recyclable.

Designing products with materials that never end up in a landfill is among the basic closed-loop principles that underlie the well-known Cradle to Cradle philosophy. The certification program is a rating system that measures products against rigorous standards for material health, material reutilization, renewable energy and carbon management, water stewardship, and social fairness.

Instead of designing a new line of goods from scratch, Puma executives decided to retool some of its iconic, heritage products into new biodegradable or recyclable versions. Nineteen new products are being launched in this new line.

Read more at GreenBiz.

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