> posted by   on August 22nd 2013
 

Designed to bring back

In the beginning of this year, global sport-lifestyle company Puma launched InCycle, the brand’s first closed-loop collection of footwear, apparel and accessories, all of which have earned the “Cradle to Cradle CertifiedBasic” certification. Puma’s InCycle products are entirely biodegradable or recyclable. It looks like the next lifestyle brand makes a big step in their mission to become a sustainable and desirable company. I’m sorry Kevin Roberts, this is the end of the marketing driven “Lovemarks” and the beginning of the “Repair-marks”.

“Puma’s InCycle Collection raises the bar on what consumers can expect and what the apparel and textiles industries can deliver: products that are not only a delight to use and wear and but are also designed from the start to have a positive environmental footprint as they biodegrade safely to soil and are returned to industry as a valuable resource,” said Bridgett Luther, President of the Cradle to Cradle Products Innovation Institute.

 

 

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