PUMA Wilderness: A Sustainable Collection Sourced and
Manufactured in Africa
The new PUMA Wilderness collection upholds the PUMA Vision commitment of making the world
a better place to live for generations to come. The collection’s use of Fairtrade Cotton makes
the line environmentally and socially responsible in its materials and manufacturing processes.
Additionally, the range is primarily sourced and produced from materials found in Africa,
thereby supporting the growing economies throughout the regions and reducing transport
emissions. From the beginning processes to the final product, PUMA Wilderness embraces the
lives and land of Africa.
To promote sustainability and better trading conditions for the people in Africa, PUMA utilizes
Fairtrade Cotton throughout the line. Fairtrade sets minimum prices for cotton per region that
aim to cover the average cost of sustainable, environmentally-friendly, and socially beneficial
production. PUMA will also support cotton farmers by paying the Fairtrade Premium, additional
funds above the purchase price which farmers can invest in joint projects like education,
healthcare or farm improvements according to their needs. The Fairtrade Premium can be as or
more important than the minimum price.
In the Spring/Summer 2012 collection, 81% of the PUMA Wilderness apparel styles are made
with Fairtrade Cotton , providing opportunities for farmers at a fair price, while also promoting
sustainable developments. In the Autumn/Winter 2012 collection, it is expected that 85% of
the apparel will be made with Fairtrade Cotton. And PUMA has set a target for 100% of entire
PUMA Wilderness apparel collection to be made with Fair-trade Cotton by 2013.
Page 1
Martin Hill, Director of Global Accounts of Fair-trade International said, “We are delighted to
partner with Puma in the first ever global Fairtrade cooperation with a major sports brand using
Fair-trade Cotton. PUMA’s dedication through the Wilderness collection means that cotton
farmers living in some of the poorest communities in the world will have a fairer trade deal and
income to invest in their families, their farms and their future. We believe PUMA’s commitment
in Africa will help break the mould of traditional sourcing.”
Franz Koch, CEO of Puma SE said “ we are delighted to have a partner like Fairtrade to assist us
in achieving our aim of becoming the most desirable AND sustainable sportlifestyle company –
the Wilderness collection was born specifically out of the drive to create a range which both
sustains the livelihood of those involved at every stage of the creation process and which finds
its use in the area of conservation and eco tourism. The design , production and ultimate use
of the range is based and inspired by Africa but will be used the world over fulfilling a fast
growing consumer demand for fairly traded products.
###
Page 2